Category: All, Business, Charities, Customer Insight, Social Housing
Survey responses obtained online are showing generally lower levels of satisfaction than those obtained by other methods. The latest ‘TPTracker Report‘ investigates whether this is simply, as one might assume, due to more younger people responding online.
The easy assumption to make is: younger people will prefer to respond online → online responses will be skewed towards this group → younger people are generally less satisfied than older people → therefore online surveys will show lower satisfaction than surveys using other methods.
The investigation covered in the TPTracker Report shows that it is not that simple: older people have a higher response rate than younger people to online surveys, just the same as with other survey methods. And for respondents aged under 65, they are 30% less likely to be satisfied if they respond online than if they respond by another method.
So there is something about online methodology which is either:
(a) Attracting less satisfied people to respond who would not respond by another method – Perhaps they feel more confident about the anonymity of their response?
(b) Allowing those who would respond anyway to express a lower level of satisfaction than they would by another method – This may be the anonymity issue above or they are less inhibited than when speaking to a researcher (phone) or putting something down in writing (post)?
These are avenues to be explored further. Full report>
