Facebook vs. Panel Research – No-holds-barred MMA style battle
In this corner we have the challenger, a new kid on the block, working hard and promising you will have to ask fewer questions and get more answers. Ladies and gentlemen, I give you Facebook. In the other corner, the Champion, leading revenue generator, Panel Research! Come out and support your favourite. We take the same research objective and essentially the same questionnaire and send it out to Facebook users, while at the same time replicating it with non Facebook using panel members. This study compares two key variables of research, speed and accuracy. We measure speed by seeing how long the survey takes to get 2000 completed surveys. Accuracy is measured but comparing demographics and known incidences of key variables. Oh yes an added hitch, sampling. We started by sending the same number of invitations to the same demographic profiles for those LegerWeb panelists who were Facebook members and those who were not. Then we started a guerilla survey campaign. We asked Facebook members to forward the survey. Who did? Who didn’t? What is their profile? And how do the answers of people who volunteers differ? What about topic? Differences for narrow topics (brand) vs. broad topics (policy)?
Christian Bourque and Rick Hobbs will also present The Issue of Convergence: Does a Web Survey Produce Similar Results to Social Media Tracking?, click here for details
Christian Bourque, CMRP
Vice-President Research and Senior Partner Leger Marketing
As Vice-President Research and Senior Partner for Leger Marketing, Mr. Bourque is responsible for the overall management of major corporate accounts. In addition to being the senior consultant and team leader on projects, his responsibilities include: client liaison, research design, bilingual moderation, advanced analysis, and results presentation.
With over 15 years of experience in public opinion and market research, Mr. Bourque has managed both quantitative and qualitative research projects in a variety of areas. He is also a key media spokesperson for Leger Marketing. He has been on all major television networks commenting on public affairs and trends in Canada, and has been frequently quoted in the Financial Times, the New York Times, and the Wall Street Journal.
Prior to joining Leger in March of 1999, Mr. Bourque spent five years as Senior Director of Research and media spokesperson for Ipsos-Reid’s Montreal office.
Mr. Bourque’s experiences in market and public opinion research is quite diverse and ranges from quality of service, to communication and advertising research, website usability and effectiveness, policy development, and program review. He currently teaches 2 courses for MRIA’s Institute of Professional Development, including “Marketing Research on the Internet”.
Rick Hobbs, CMRP
Vice-President Research Leger Marketing
As Vice-President Research for Leger Marketing, Mr. Hobbs is responsible for the overall management of major corporate accounts, including the Government of Canada. In addition to being the senior consultant and team leader on projects, his responsibilities include: client liaison, research design, moderation, advanced analysis, and results presentation.
With over 13 years of experience in public opinion and market research, Mr. Hobbs has managed both quantitative and qualitative research projects on some of the most sensitive and challenging issues.
Prior to joining Leger in July of 2008, Mr. Hobbs spent five years at Pollara Strategic Insights and previously to that he was an Analyst with The Marketing Works. He started his career in marketing research at Pratt and Whitney Canada in 1996.
Mr. Hobbs’ experience in market research and public opinion research is quite diverse and includes projects related to quality of service, communication, advertising, websites, and policy/programs. He regularly speaks about innovative research techniques at MRIA events, including Net Gain, and QRD Day. As Chair of the Education Portfolio he writes a regular column in Vue Magazine.
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