Implementation

It was vital for the quality of the data that the random samples are representative of the respective countries. This was ensured in EFS Survey through the use of the N-Viz process. During the field phase prior to the start of the survey, the questionnaires were tested carefully with extensive functions to ensure methodological quality. In addition to defining testers with particular potential for joint project work, EFS Survey also uses this function to provide the project test. In this way, all questionnaire elements – including filter conditions, rotations and quotas – could be run automatically with event-controlled scripts, making it possible to check their functionality effectively and efficiently.

While the survey was carried out, re-configurable plausibility checks guaranteed the high quality of the collected data by allowing incorrect entries and irrelevant data from unmotivated participants to be filtered out. As a Europe-wide survey project, the Lycos study profited particularly from the functions of the multi-lingual module, which enables questionnaires to be produced in as many languages as required. The questionnaire data is fed into a results database to make evaluation easier, while the data can still be accessed for a differentiated, language-specific view. The intelligent layout editor allowed the online survey to be designed in line with the company’s corporate design specifications.

Conclusion

The systematic online surveys, carried out on portals in eight European countries with software solutions from Globalpark, have given Lycos Europe extensive and detailed information about the target group structure of its visitors. Advertising sites and formats can be matched precisely to the profiles of the users on the basis of this data. The result is a platform that Lycos can offer its advertising partners, from where they can accurately target their potential customers.