Can this method really deliver solid data from a representative customer sample?

 
   What kinds of questionnaires can the Boxx run?
 
   Where do you put it in the store?
 
   How do you get people to use it?
 
   How long should you leave a Boxx in the same store location?
 
   Are you limited to using the Boxx ONLY for self-recruited studies?
 
   How quickly can you deliver findings?
 
   How much does it cost?
 
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   Can this method really deliver solid data from a representative customer sample?
 
Based on our experience, YES. The fact is that every methodology confronts issues of sample self-selection, non-response error, and overall validity. These are especially relevant to self-administered approaches like the Boxx and for that reason, Summation takes great care in its study design, implementation. and analysis. As a result, our clients have consistently been impressed by the broad customer representation achieved via Boxx research and have found the data to be in-line with that obtained through other methodologies.

A case in point: We completed a large, multi-store project where about half the interviews utilized a trained, in-store interviewer who led customers through the Boxx survey. The remaining interviews were completed by having store associates encourage customers to use the Boxx --no interviewer was present. Over 2,000 interviews were completed and the analysis revealed virtually no differences between the interviewer-led and non-interviewer data.

 

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   What kinds of questionnaires can the Boxx run?
 
Usually, ones using closed-ended questions (although the Boxx is capable of storing open-ended numeric data like a customer's zip code or phone number). Our clients' surveys have incorporated single and multiple-response questions, rating scales,rank-orders, and sophisticated branching and question rotation. Questionnaire length has ranged from 6 questions to as high as 70.  When open-ended questions ARE needed, we synchronize the Boxx questions with those asked by an on-site interviewer and simply link the data during tabulations.

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   Where do you put it in the store?
 

Because the Boxx is completely portable, it can be placed anywhere within a retailing environment. Our best experience has been when it's placed near the main cash register. This is always a well supervised area and one which is highly visible to customer traffic.

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   How do you get people to use it?
 
Store associate encouragement is fundamental. Depending on the nature and length of a survey, our clients have also used in-store signage, incentives, or both to invite survey participation.

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   How long should you leave a Boxx in the same store location?
 

There is no "right" amount of time. Much depends on study objectives, store traffic, and the desired sample size, and whether or not incentives are provided. Typically, we find it takes an average of two weeks to complete about 100 interviews at each site but that varies depending on the factors noted above.

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   Are you limited to using the Boxx ONLY for self-recruited studies?
 

Absolutely not. There are numerous situations (e.g. specific screening requirements, the need for respondent stimuli for specific questions, or "uncontrolled" interviewing environments like malls or shopping centers) where Summation utilizes the Boxx and on-site or mall-intercept interviewers. In fact, the response from field services has been extremely enthusiastic.

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   How quickly can you deliver findings?
 

Once a study is completed, very quickly.We either download the Boxxes from the stores (a simple process that takes less than 2 minutes) or provide overnight shipping back to our offices. Topline findings are usually available within 48 hours and complete cross-tabs within 4-7 days.

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   How much does it cost?
 

For self-recruited studies, substantially less than most other research methods although like all research, exact cost depends on factors such as the # of locations, study duration, and analytical /reporting requirements. On a cost-per-interview basis, the range has been approximately $5-$20.

For interviewer-assisted studies, total sample size, local field service charges, and interviewing productivity are critical factors in the final cost. Again, on a cost-per-interview basis, the range has been approximately $25-$60.


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Summation provides complete support, from study and questionnaire design through detailed analysis and reporting.

Please Contact us at ... info@summation-research.com