 TNS will adopt the integrated programme, 'Six degrees of online quality', for its online research work with its research panel 6thdimension from 2008 - to validate findings and ensure uniformity in quality. 6thdimension is the global market insight and information group's 'fully managed online access panels' which will soon involve up to 30 countries in 2008 by collecting insights from about 3.6 million people. The quality programme will ensure that
it covers all phases of the research process from panel recruitment, panel management, sampling techniques, designing of questionnaires, capturing and reporting of quality data, and finally panel reporting.
TNS's regional directors, Jon Briggs and Mark Walton of 6thdimension Interactive Research revealed the above in a speech at the ESOMAR Panel Research 2007 Conference in Orlando, Florida.
It will also soon launch a new platform for consistent development and management of its access panels worldwide from one central data-centre location. Currently, they are coordinated from Toledo, Ohio which supports North America; Amsterdam supports Europe; and Hong Kong supports APAC, Latin America, Middle East & Africa. The centralisation will provide clients with consistent panellist profiles, improved sampling processes and timing, and uniform data quality reports.
Briggs said, "Clients expect the highest level of quality throughout the entire research process. As the industry develops new approaches to conducting online research such as online communities and using customer and employee databases, it is just as important that this ‘end-to-end' approach to quality is fully developed and implemented."
Walton added that the procedures recommended were a reflection of its experience gained from working with a range of emerging markets - such as China, Hong Kong, Korea, Malaysia, Thailand, Singapore, South Africa, Saudi Arabia, Taiwan and the United Arab Emirates and it would work equally well too in established markets.
(Source: Marketing magazine)
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