knowledge networks

Knowledge Networks answers to
ESOMAR's "25 Questions to Help Research Buyers"

1. Is it an actively managed panel (nurtured community) or just a database?

KnowledgePanel® is not just a database. It is actively managed to insure the highest data quality (in terms of projectability AND consistency/replicability of results) possible.

To achieve this, we...

  • Provide full support to our panel members via a toll-free number (staffed 9am to 9pm in all time zones) and via email
  • Proactively call and engage panelists who fail to respond to two consecutive surveys
  • Remove and replace panelists who fail to complete 6 consecutive surveys
  • Maintain a panel community
    • Quarterly newsletter
    • Non-electronic communications (welcome kits sent via snail mail, incentive gifts sent via snail mail, phone calls etc.)

2. 'Truthfully' how large is it?

This question usually elicits a high degree of obfuscation but it should not. It amounts to answering a simpler question which is: If I sent a survey invite to every panelist I have today, how many people would complete that survey with 7 to 10 days? The answer, for KnowledgePanel®, is 30,000 (on average). That is, KnowledgePanel® consists of about 43,000 adults and we maintain an average 7 to 10 day response rate of 70% (43,000*70% arrow 30,100).

3. What is the percentage of `active' members and how are they defined?

100% of KN panelists are "active" meaning that they have completed at least one out of their past 6 consecutive survey assignments.

4. Where are the respondents sourced from and how are they recruited?

100% of KnowledgePanel® members are recruited via a Random Digit Dial (RDD) telephone recruitment. Internet access and hardware are provided to households that do not already have it.

Short of in-person ("door to door") recruitment, this is the only way to recruit a probability based panel and is the only way to create a projectable, representative on-line sample.

5. Have members clearly opted-in? If so, was this double opt-in?

During our random digit dial recruitment, KN makes every attempt to recruit all household members and only counts additional household members as KnowledgePanel® members if they complete KN's initial profile survey.

6. What exactly have they been asked to opt-in to?

During recruitment we ask panelists to agree to take 3 to 4 surveys month that range in length but each average about 15 minutes.

7. What do panel members get in return for participating?

In addition to having a 'voice' in the development of public policy, new products and services, panel members are enrolled in our incentive system. For households that do not have internet access, KN provides it (along with the requisite hardware). For households that do have internet access, KN maintains a points program and those points are redeemable for cash and other prizes. Note, these KnowledgePanel® points are guaranteed incentives, provided on a per survey basis and are not contingent on whether or not a respondent "qualifies". 

8. Is the panel used solely for market research?

No. In addition to market research, KN conducts a large amount of research for the government, academic institutions and non-profit clients. These engagements vary from "MR-type" studies to those in the fields of health policy and services, epidemiology, environmental protection, political science, sociology, and social psychology.

9. Is there a Privacy Policy in place? If so, what does it state?

Yes. Here is a link: http://www.knowledgenetworks.com/company/privacy.html

10. What research industry standards are complied with?

KnowledgePanel® follows the industry standards that have been defined for RDD telephone research. KnowledgePanel® is also maintained in full compliance with the CASRO guidelines for on-line research.

11. Is the panel compliant with all regional, national and local laws with respect to Privacy, data protection and children e.g. EU Safe Harbour, and COPPA in the US? (Provide hotlinks for reference)

Yes. We are TRUSTe-certified – go to http://www.truste.org/ivalidate.php?url=www.knowledgenetworks.com&sealid=101

Our privacy policy is posted at:
http://www.knowledgenetworks.com/company/privacy.html

12. What basic socio-demographic profile information, usership, interests data, etc., is kept on members?

KN maintains profile data on all active KnowledgePanel® members. The extent of the profile data varies according to the member's tenure on KnowledgePanel®; but, on average, we have several thousand profile variables for each member. These data contain information across a breadth of subjects, interests and behaviors including:

  • basic demographics
  • financial circumstances
  • health and wellness
  • lifestyles
  • attitudes (political, social, cultural etc.)
  • ...and much more

13. How often is it updated?

The "core" KnowledgePanel® profile data is updated on an annual basis. The "core" profile data includes all basic demographic variables as well as address information. Specific, time sensitive items, are updated more frequently as client needs dictate. In addition, because we interact with our KnowledgePanel® members outside the survey context we have frequent opportunities to correct and update and correct information such as their age, home address, and other information. Some of the opportunities to update information are occasioned by:

  • The proactive contacts we make to KnowledgePanel® members who miss two consecutive surveys
  • Contact with members when incentive checks are returned to us via USPS
  • Contacts with KnowledgePanel® members who are having technical difficulties with their hardware or a particular survey

Through these and other activities, we are able to augment the data we collect in our surveys and keep our information up-to-date.

14. In what other ways can users be profiled (e.g. source of data)?

KN currently does not collect or append data to KnowledgePanel® member profiles by any means other than surveys we deploy. However within a given commercial project we have appended other sources of information such as AXIOM and the clients CRM data.

15. What is the (minimum and typical) turn-around time from initial request to first deployment of the emails to activate a study?

Minimum is 24 hours. Average is 5 to 7 days.

16. What are likely response rates and how is response rate calculated?

On average, a survey that is left in the field for 7 to 10 days will have a 70% response rate. That is, if 100 email invitations are sent, we would expect to have 70 completed surveys after 10 days.

17. Are or can panel members who have recently participated in a survey on the same subject be excluded from a new sample?

KnowledgePanel® surveys are coded for content—allowing us to exclude panelists according to subject matter from subsequent surveys. The need to do so, however, is evaluated on a case by case basis.

18. Is a response rate (over and above screening) guaranteed?

Yes. KnowledgePanel® has exhibited extremely stable response rates over its 7 year existence and are, therefore, highly predictable.

19. How often are individual members contacted for market research or anything else in a given time period?

KnowledgePanel® members are allowed to complete up to 4 surveys within a calendar month. While KnowledgePanel® members remain below this threshold, they are eligible to receive additional survey invitations with the proviso that they never receive more than 6 invitations (regardless of completion history) within a single 30 day period.

20. How is the sample selection process for a particular survey undertaken?

For client-based surveys, a sample is drawn at random from active KnowledgePanel® members who meet the screening criteria (if any) for the client's study. The typical sample size is between 200 and 2000 persons, depending on the purpose of the study. Once selected, members can be sent an advance letter by mail several days prior to receiving the questionnaire through their WebTV appliance or PC email to notify them of an important, upcoming survey.

Once assigned to a survey, KnowledgePanel® members receive a notification email on their WebTV (or to their personal email if using their own PC) letting them know there is a new survey available for them to take. The email notification contains a button to start the survey.

Email reminders are sent to uncooperative KnowledgePanel® members. If email does not generate a response, a telephone reminder is initiated. The usual protocol is to wait at least three days and to permit a weekend to pass before calling. Knowledge Networks also operates an ongoing incentive program to encourage participation and create member loyalty. To assist panel members with their survey taking, each individual has a personalized "home page" that lists all the surveys that were assigned to that member and have yet to be completed.

21. Can samples be deployed as batches/replicates, by time zones, geography, etc?

a. If so, how is this controlled?

Yes. Samples are drawn according the specifications of the study. Samples can then be deployed in batches/replicates if required. This is controlled by the Statistics group at KN which has responsibility for all survey assignments.

22. Is the sample randomized before deployment?

Yes.

23. Can the time of sample deployment be controlled and, if so, how?

Yes. The KN assignment system can control the release of email invitations by time of day.

24. Can panel members be directed to specific sites for the survey questionnaire to be undertaken?

Yes, although our preference is to host surveys internally as this allows for higher quality control and a more consistent experience from KnowledgePanel® member's point of view.

25. What guarantees are there to guard against bad data i.e. respondent cheating or not concentrating/caring in their responses (e.g. click happy)?

All researchers would be well-advised to be skeptical of anyone who claims to guarantee that there are no "bad cases" in a dataset. Measurement error and bad data are a fact of life. However, there are several things we do that minimize the likelihood of these types of errors.

  • We screen all datasets when they come out of the field to identify and remove "flat" responders
  • We minimize the length of our surveys whenever possible
  • We minimize the need for scrolling
  • We minimize the use of long "grids"