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| [July 24, 2007] |
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Web Surveys Target Too Few, Leading Software Firm Says
CHICAGO --(Business Wire)-- Knowledge is power, and no industry knows that better than market research.
Feedback is essential to the success of every market research organization. Yet, in recent years, researchers have found it increasingly more difficult to survey consumers as often invasive techniques of the past caused survey cooperation rates to decline. Think Web surveying alone is the answer? You'd be wrong.
According to market-leading predictive analytics software company SPSS Inc. (Nasdaq:SPSS), Web-based surveys may appear to be less intrusive and easier to conduct, but without pen and paper or a good "old-fashioned" telephone, organizations miss the opinions of many, including those without a computer, the forever and selectively computer illiterate and a large part of the senior population that simply missed the tech revolution.
"As the market research industry continues to move toward Web-based surveys, it's essential for organizations to bear in mind demographics that still use traditional survey techniques, such as in-person, paper or phone. Additionally, the length of questionnaire, type of study and subject matter or product category, relationship with the respondent and value of the subject matter will all influence the survey channel selection," said Patrick Quigley, global vice president of SPSS survey technologies. "These techniques are all still valuable, and in many cases essential, if organizations expect to present clients with the most accurate and complete view of customer attitudes and opinions."
In fact, the Pew Internet & American Life Project (www.pewinternet.org) recently found 49 percent of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity -- the Internet.
That's why many leading market research companies, including Kantar Operations, Burke Inc., Morley Companies Inc., TARP Worldwide and Synovate, rely on enterprise feedback management survey software from SPSS to tap into the deepest and most vast customer populations.
SPSS gives organizations a multimodal approach -- allowing consumers the option of how they prefer to be surveyed, either through paper, Web, phone or other innovative techniques such as instant messenger or mobile phones.
"SPSS understands that market research companies large and small face client demands to reach and survey all respondents with the most appropriate method," said Jeff Thompson, director of research technology at Kantar Operations. "By offering powerful, feature-rich and flexible survey solutions, we are able to collect the true voice of the customer."
Twenty-four of the top 25 global market research organizations rely on SPSS technologies to maximize productivity and accuracy through every phase of the research process, from ad hoc research projects to high-volume, complex research programs.
About SPSS
SPSS Inc. (Nasdaq:SPSS) is a leading global provider of predictive analytics software and solutions. The company's predictive analytics technology improves business processes by giving organizations forward visibility for decisions made every day. By incorporating predictive analytics into their daily operations, organizations become Predictive Enterprises--able to direct and automate decisions to meet business goals and achieve a measurable competitive advantage. More than 250,000 public sector, academic, and commercial customers rely on SPSS technology to help increase revenue, reduce costs, and detect and prevent fraud. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For additional information, please visit www.spss.com.
Safe Harbor Statement
This press release contains forward-looking information made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward looking statements can be identified by phrases such as "anticipates," "believes," "estimates," "expects," "plans," "intends," "could," "designed," "should be" and other similar expressions which denote expectations of future events rather than statements of fact. These forward-looking statements involve factors that are subject to risks and uncertainties. These risks and uncertainties, which may not be currently ascertainable and many of which are beyond the Company's control, may cause the Company's actual results, performance or achievements to be materially different than the results, performance or achievements expressed in or implied by the forward-looking statements. These risks and uncertainties are described in the Company's filings with the Securities and Exchange Commission ("SEC"). Copies of these filings are available either on the SEC's website at www.sec.gov or from the Company's investor relations department. In light of these risks and uncertainties, the inclusion of forward-looking statements in this press release should not be regarded as a representation by the Company that any future results, performance or achievements will be attained. These forward-looking statements speak only as of the date on which they are made. The Company assumes no obligation to update the forward-looking statements contained in this press release.
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