Mixed-Mode SurveysMixed mode research is gaining greater traction in the market research industry as firms continue to adopt new technologies to further power their research. Especially during the pandemic, many firms are forced to change and redevelop their research strategies, and many are embracing mixed mode research as a result of COVID-19’s implications.
So what exactly is mixed mode research? Why is it attractive to researchers, and how can you take advantage of it for deeper, more reliable, and profitable market research?
Mixed Mode Research integrates two or more different modes of data collection within a single survey project. This could entail combining quantitative and qualitative approaches, online and offline methods, experimental and observational research - and so on.
Why is it advantageous?
Achieve deeper insights with participant-centric research
By including and providing different options, participants have the choice to engage in studies that better suit their preferences and resources.
Save your time and money effectively
With a variety, researchers can integrate different modes that best optimize their results while minimizing time and costs.
Increase your study’s coverage
In offering multiple modes of data collection, researchers are able to access and reach more respondents in the population of interest.
Improve your study’s response rates
Incorporating mixed mode design presents a more inclusive sample frame and improves the attractiveness of the study to participants, which will entice more responses.
Look ahead and “future-proof” your studies
Embracing new data collection modes alongside traditional approaches allows companies to move forward with the trends of its consumers.
These are some of the benefits of adopting mixed mode research for your next project.
It is crucial to note that with mixed mode research, there are “mode effects.” This refers to the differences of response dependent on the mode of data collection. Thus, consider mode effects in the design phase of research, determine a strategy to minimize the likelihood of the effects, and once implemented, examine the research data for modal differences. Check out this ResearchGate publication to adjust for modal differences.
While mixed mode research may not be necessary for every project, it has proven to provide deeper, more actionable, and profitable market research when applied appropriately. As the market research landscape is shifting dramatically due to COVID-19, many methods are unsafe or not optimal. Integrating the modes that make your researchers and your consumers feel safe while optimizing research results will allow your company to have a running start in the new era brought on by COVID-19.
Here are some other relevant articles to check out:
Insights Association, Mixed-Mode Surveys
ResearchGate, Mixed-Mode Research: Issues in Design and Analysis