Trends Report

Social Media Offer Some Relief For High-Quality B2B Market Research Sample

But It Will Take Time For The Solutions To Mature

December 9th, 2009
With contributors:
Remy Fiorentino , Chétina Muteba , Ellen Daley

Summary

Online survey research is fast, relatively inexpensive, and the default for many market researchers today. But, business-to-business (B2B) market researchers have a unique challenge in that getting enough good sample to execute effective research is hard. Why? Because the universe of willing respondents for B2B research is inherently limited, and the higher incentives paid to participate greatly increase the potential moral hazard, resulting in a greater risk of survey fraud. Approaches to resolve this issue range from very tight recruitment methodologies to after-recruitment scrubbing. However, social network sample has also leaped onto the scene in the past year. Forrester's review of this type of sample indicates that it is indeed very promising and should be in every B2B market researcher's tool kit; but the suppliers are going through growing pains, which makes it hard to rely on them for all of your sample needs today.

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With
Remy Fiorentino
Chétina Muteba
and Ellen Daley