Toluna Resources

Applying Weights to Analyze Your Survey Report

When conducting market research, data collected from surveys may not be exactly representative of the target audienceWeighting is a statistical technique that can be used to correct any imbalances in sample profiles or create reports based on different sampling scenarios after data collection. Click here to learn how to efficiently target your sample using the targeting capabilities within QuickSurveys. 

Imagine we have a survey and want to view the data split by gender. If we then interview a sample of 400 people within this population, 300 of whom are male and 100 female then we’d know that our sample over-represents men.

Weighting the resulting data can help us to alleviate this imbalance. And let’s assume the target proportions for both men and women are 50%. The proportion of men would, therefore, need to be “downweighted” from 75% (300 out of 400 interviews) to 50% while the proportion of women needs to be “upweighted” from 25% to 50%.

You can apply weights via the reporting page. Go to the Analyze dropdown and select Weighting. 

Select either Create weight or Import weight in the pop-up window. You will then have the ability to create demographic and even content based weighting including up to six hierarchies by drag and dropping the qualifying questions.

Once you have dragged and dropped the targeted question(s), you will have the ability to create your target, while directly understanding the observed numbers as well. The below example has weighting criteria based on age.

Once you have named and saved your weight, it will appear in the pop-up when “Weighting” is selected from the Analyze drop down. You have the option to create as many weights as possible, and also apply and de-active them based on analytical needs.

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10 Market Research Terms to Know

You don’t need to be a pro to use QuickSurveys. There are, however, some key market research terms that are helpful to know before creating a survey for the first time.

Below are the 10 most common terms you’ll come across when creating a survey or conducting market research.

Completes – The number of completed surveys. This does NOT include screenouts.

Feasibility – The likelihood that a particular sample request can be met using the available resources.

Incidence -The number of respondents who qualify for a survey based on targeting options.

Panel – A market research panel is a group of recruited survey respondents who have agreed to take part in surveys and have shared a substantial amount of information about themselves to be used for sample selection. For example, Toluna.com (otherwise known as AskToluna) is Toluna’s proprietary global panel of millions of highly engagement consumers who are ready to answer your surveys!

Respondent – The individual who is taking the survey.

Response Fatigue – This is when a respondent is reluctant to continue their participation in a project. This typically occurs towards the end of a project and can lead to invalid responses. For this purpose, QuickSurveys limits the number of questions per survey to 35.

Representative Sample – A sample that contains units in the same proportion as the population of interest.

Sample – A subset of a population from which data is collected to be used in estimating parameters of the total population.

Screenout – When a potential respondent does not meet the specific demographic or usage criteria to take the survey.

Weighting – When a response from an individual (or all) subgroups are assigned statistical weights. This is best when looking to see what the importance of one subgroup is within the population of interest.

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Need more instruction? Navigate back to the main page, and select your category.

Don’t have time to become a survey pro? Enlist ours.

Upgrade your account to Premium.

Read More