Let’s say you want to ask 1,000 people that represent the US population a question – whether a particular brand of toothpaste will sell, or which car color they prefer, for example – so you go to a panel company to buy sample for your study.
How can you be sure that your sample is of good quality, that people are responding honestly, that they live in the US, and that their responses are trustworthy enough to guide potentially expensive decisions? That’s where SurveyMonkey’s TrueSample comes in.
TrueSample is a comprehensive data quality solution – it helps make sure that the answers you get are of the highest quality by approaching the problem from all angles.
How does it do that? Let’s think about the two primary things that can affect the quality of data from interviews taken by people – the people themselves and the interview design.
TrueSample ensures that:
- People are who they say they are
- That they are not taking the same survey under multiple identities
- That their behavior in the study shows that they are engaged in it
- That they are the right people you want taking the study
- And it helps you make sure that the study itself is designed well, so people do not lose their interest while taking it
In other words, TrueSample makes sure your respondents are “Real, Unique, Engaged, and Qualified,” while helping design your study using SurveyScore.
When you use TrueSample to ensure quality, you get responses from people who have been verified by external databases that use information such as name, address, and email to validate them. This also minimizes duplication of panelists. We have done research that shows that verifiable panelists, who typically comprise 85-95% of any given panel, generally give better quality data than the 5-15% that cannot be verified.
We screen out the people who carelessly zip through your study, and the ones who are “straight-lining,” or blindly picking the same answer choice for every question. This leaves you with only the truly engaged panelists.
We also analyze your survey based on SurveyScore, an analytic model that was developed after evaluating the quality of several thousand surveys. We looked at qualitative and quantitative data to pinpoint the design features that are likely to provide you with reliable, quality data.
When you enter your survey design parameters into this web based tool, it will tell you how to tweak your survey to make it better and more like the good ones in the database, thereby getting you a higher SurveyScore. Our research has shown that high SurveyScores mean that respondents are more engaged and that the data quality from these surveys is better.
Moving forward, we will be blogging about TrueSample periodically – our new research, our conference papers etc. Check back in to hear the latest!