Computer Aided Web Interviewing (CAWI)
The internet and technology has profoundly changed the way it is possible to access consumer opinion. Ipsos MRBI has a suite of web based research options for our clients such as web surveys, pop up surveys and banner surveys, which afford us the opportunity to access the views of consumer groups which might not otherwise be possible.
Web based surveys are surveys where an email is sent to respondents inviting them to participate in an online survey. The email contains a hyperlink to the Ipsos MRBI web questionnaire, and the respondent can complete it there and then. Web surveys are used increasingly when interviewing client customers, advertising surveys, staff surveys and for panel surveys. They can be an interesting and very visual experience for the respondent, while also providing the client with a quick and often cost-effective medium for accessing their customers’ views.
Pop-up surveys work well when surveying visitors to a web site. The idea is to intercept users on their way into or out of a website, and present them with a pop-up window asking them to participate in a survey. Our technology randomly selects visitors for the survey, and does not give all visitors to the site the opportunity to participate. Pop-ups can be used in two different ways – as a recruitment mechanism to join a survey where respondents can accept an invitation to the survey by clicking on a link, or the pop up actually contains the questionnaire itself.
Banner surveys are self-selecting web surveys. Since some companies do not allow pop-up surveys on their site, we can also place banner advertisements on these sites to attract the types of respondents we are interested in. Since we lose the randomising benefit of pop-ups, we recommend this sampling technique only for highly targeted groups in certain applications.
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