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White Paper

Challenges in combining IVR and web survey data

Is your survey set for success?

To collect the most meaningful data, brands should select a survey mode that can generate a sample that’s sufficiently large, representative of a brand’s customer base, and predictive of important business outcomes. To accomplish these goals, SMG’s research team recommends choosing a single survey mode rather than combining data from multiple modes.

In this white paper, we outline:

  • A practical guide to choosing a survey administration mode
  • The benefits of choosing a single survey mode and the problems that result from combining data
  • The difference between simple combination and weighting 
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