Comparative Surveys in China Reveal Minimal Differences in Data Collected Online vs. CATI, New Study from Survey Sampling International and Ipsos Confirms

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Feb 24, 2010, 10:00 ET

SHELTON, Conn., Feb. 24 /PRNewswire/ -- New studies conducted in China show strong similarities in data collected online and through CATI (Computer-Assisted Telephone Interviewing), according to Survey Sampling International (SSI). SSI, in conjunction with leading market research organization Ipsos, recently interviewed 1,200 consumers in Beijing and Wuhan, China, to assess what – if any – differences exist in data collected through CATI and data collected online.

Significance tests revealed almost no differences in results for aided brand awareness questions in five categories – beverages, daily necessities, mobile phones, personal financial services, and automobiles. The validity of online research may be due in part to China's rapidly expanding Internet population, which climbed to 384 million, or 28.9% of the population, in December 2009, up from 25% in July 2009.

"The results of this pilot study are quite significant," said Lu jun ping, Director of Ipsos China. "They confirm that both online and CATI are effective research methods in China. It is critically important to be able to guide our clients in the proper research methodology for their study objectives. The right research approach is fundamental to obtaining an accurate viewpoint for clients."

Key study questions involved brand awareness, brand usage, customer satisfaction/brand experience, and purchase intent around beverages, daily necessities, mobile phones, personal financial services, and automobiles. SSI conducted the online portion of the study October 12-16, 2009. Ipsos conducted the CATI portion October 12-30, 2009.

Data Was Almost Identical in Most Categories

The study found there were no differences in unaided brand awareness results on mobile phones; minimal differences were seen in unaided brand awareness data on personal financial services. The only areas where results differed notably between methodologies involved unaided brand awareness for beverages, daily necessities, and automobiles.

"Enormous opportunities exist for market researchers in China to enjoy the cost efficiency, shorter turnaround times, and audio/video options of online research," said Bill Zuo, Managing Director, SSI North Asia. "These study results confirm that online sampling is an increasingly viable research option in China."

About Survey Sampling International

Survey Sampling International is the premier global provider of sampling solutions for survey research. SSI reaches respondents in 72 countries via Internet, telephone, and mobile. Client services include questionnaire design consultation, programming and hosting, and data processing. SSI serves more than 1,800 clients, including 48 of the top 50 research organizations. Founded in 1977, SSI has 17 offices in 15 countries.

http://www.surveysampling.com

SOURCE Survey Sampling International