Posts Tagged ‘Social Research’

Save Our Census Part Two – Census 2.0

Published on Jul 29th, 2010 by Jack

Having put forward the case as to why the research industry should try to preserve the UK census, it would only be fair to put forward a case suggesting how this could be possible. The modern census has, methodologically speaking, progressed significantly since its inception in 1801, advancing from using headcounts to postal questionnaires. Bearing in mind the study’s ability to advance methodologically and the furore made about its cost, surely it is now time to consider utilising the modern, cost efficient data collection abilities of the internet, thus spawning Census 2.0.

70%* of UK households now have access to the internet. This means that potentially 70% of households can be reached at a vastly decreased cost. This decrease in cost vs. the cost of postal questionnaires comes from cutting the expense(s) of producing the paper questionnaire(s), delivering the document, entry of the paper based data and through saving money on all of these areas, a reduced spend on human resources. Critics of internet research will argue that on-line data collection will not capture the information of the entire population. Whilst this is true, collecting census data would be far more cost efficient if 70% of households could provide their details via on-line means, resulting in only having to administer 7 million postal (or perhaps telephone?) questionnaires vs. 23 million**.

In addition to being cost efficient it is also worth noting the time efficient nature of internet data collection. It currently takes approximately one year to publish census data. However, the use of the internet would dramatically speed this process up due to the way on-line methods can instantly capture data without having to go through a drawn out data entry process.

The second key criticism of the current census is that the information it collates has limited longevity. The ONS could learn from the use of on-line communities which have recently experienced an upsurge in popularity within the world of market research. Having collected data for the entire population, would it not be possible to create on-line communities for all the UK counties/regions? The members of these communities could then be charged with updating their census information on an annual or bi-annual basis. This would, in theory, provide far more up-to-date information on the population, albeit based on a sample. That said, one can argue it would be more beneficial to have up-to-date information based on a sample than it would be to have outdated information derived from the entire population. Yes, collecting data more frequently would place added financial weight onto an already stretched census budget. However, the use of the internet in creating Census 2.0 would make it far more cost efficient than the current census, allowing for the funds saved on data collection to be utilised in ways such as this.

At a glance, taking the above into account, embracing on-line data collection and elements of Research 2.0 within the census can eradicate its two current major criticisms – cost and the longevity of the data set collected, whilst making the publication of the information collected a speedier process. The real challenge will lie in convincing critics of the census and on-line research that this is a worthwhile step to take. This challenge, as I commented on previously is, in part, up to “us” – researchers.

*Based on ONS report 2009, 70% of UK households had internet access

**Based on government estimates of the UK having 23 million households in 2010

Save Our Census – Part One

Published on Jul 20th, 2010 by Jack

Francis Maude recently declared that 2011 may be the last time the UK census is carried out. This is mostly due to the large cost of the survey (the 2011 census is estimated to be costing £482 million). To the normal respondent in the census who claims to be of a Jedi religious denomination, the end of the census would be a relatively meaningless event. However, to the respondent in the census who is a quantitative researcher by day, the end of the census could be seen as a monumental event, to the extent that perhaps as researchers it is up to us to save the census. I can already hear non researchers (and a few Cabinet Office ministers) asking “why?” and “how”? Well for now we will concentrate on the former, with a follow up on the latter next week.

Heritage

The first census was conducted in 1801. This pre-empted even the classic, seminal research studies of the Victorian period conducted by the likes of Engles and Booth. As such, the census can be seen as a true turning point for the world of research. Never before had British society felt a need to research its population in such a way, until Thomas Malthus roused concerns about the country not being able to support its population. Conducting research to ascertain future demand – a concept familiar to all market researchers I am sure. Had society never felt the need to investigate itself, where would the world of research be today? Furthermore, the census has been conducted every 10 years (with the exception of 1941) since 1801 to allow the demographics of the country to be monitored and tracked. The birth of tracking studies? You could certainly argue so. Given its place in research history, is the census not something researchers should be thankful for and wish to preserve?

19th Century Methods for 21st Century Sampling

When the RFP arrives in your inbox requesting a sample to be representative to demographic proportions, where do you go? Most researchers immediately view the data of the last census to find out the demographic proportions required to meet the sampling criteria. Furthermore, census data provides an instant and accessible overview of the UK population at the click of a few buttons, giving a view into demographic and economic insights along the way, something researchers would not want to sacrifice.

15 Minutes of Fame

Every industry has its moment in the limelight. Every 10 years the census displays to the UK that research is a great industry, collecting information for the better good of those it is investigating. It also highlights the importance of research to society as a whole, as census data is used by an abundance of different professions, hopefully resulting in an appreciation for the labours of the research industry. The removal of the census would thus deprive our industry of its spotlight moment in front of a national audience.

Having now shown why, as researchers, we should want to preserve the life of the census, next week will ascertain how the offerings of the market research industry can make the census a more viable study.

Teaching the Teachers: A Turning of the Tables?

Published on May 23rd, 2010 by Jack

Teaching the Teachers: A Turning of the Tables?

In a market and social research context, academic institutes are traditionally visited by young researchers who wish to improve their research skills. However, is it now time for market and social research Drs and Professors to come and visit research agencies to take some classes? Initially, this seems like an outrageous suggestion. However, there are some key areas where those in research offices can teach those at lecturing lecterns a thing or two.

Lesson 1: The Science of Data Collection

Academics seem overly focussed with collecting data in a traditional manner (face to face interviews/postal surveys). Conversely, research agencies are increasingly focusing on internet based data collection techniques. Academics seem to ignore these methods of data collection, despite their proficiency in being cost and time efficient. In the academic world where funding is scarce and budgets are tight, surely the PhD’s can learn from the RE’s and employ the cost efficient, web based data collection methods available to the research world?

Lesson 2: Technique, Technique, Technique…..

Analytical techniques used in academic research are less advanced than those used by commercial research agencies. Qualitatively, academics have started to give agency researchers credit for the creative output generated from projective techniques. That said, few academics use them. Maybe a move in this direction could see academic qualitative research become more than interview script evaluations. Quantitatively, whilst academics excel at using traditional techniques such as regression, there seems to be less impetus on advanced, discrete choice based analysis. Perhaps increased use of the latter could help obtain more definitive answers for the query ridden world of academic research? Research academics; please make an appointment to see your local research agency moderators and analysts, office hours 9am – 5pm.

Lesson 3: The Art of Breaking Down Reports

Too often academic research culminates in a 120 page report of continuous text. Conversely, market research agencies usually report out findings in manageable sections, constructed in bullet point form, with relevant summaries and methodological explanations. Academics need to learn that readers of research may not have the time, passion or ability to digest page after page of  text or find that all important sentence within the plethora of words that constitutes an academic research report. Lessons in how to report out to over worked, time lacking readers of research are available from all good market research agency job folders.