Research response rates continue to be a challenge. Online music surveys are a great way to gather feedback from listeners if the sample is recruited and managed correctly. Still, it’s more complicated than ever to get listeners to participate. Sometimes, not having any information would be better if we can’t figure out how to improve response.
Online music testing can attract a more extensive, broader sample. However, many stations are seeing a severe decline in response rates. And worse, those responding tend to be the same folks who are there primarily to click some buttons for a chance to win prizes.
As in all research, valuable results are only as reliable as input (sample and questions) and interpretation (what you do with the data). That’s where many stations get in trouble.
Here’s how to yield better results.