Lesson Number 2: Measure What You Treasure
The key to successfully fielding quantitative research is to measure and monitor key performance indicators. In a traditional telephone survey, monitoring Incidence and Cooperation can provide an understanding of how the research effort is being handled. In a Phone-To-Web Recruit, you also need to monitor how effective your team is at converting recruits to completed interviews.
Conversion Rate is defined as the number of completed surveys online divided by the total number of recruited participants. Low conversion rates can indicate an issue with process or it can signal a population factor, both of which can affect the overall success and feasibility of the study.
Check back tomorrow for the third lesson in successful Phone-to-Web Recruitment
Categories: Market Research