The panels that should be questioned are those that are assembled by surveys that rely on large volumes of general public whose motivation for participating is only reward they will receive, they will often have no knowledge, understanding or interest as to 'who', 'why' or 'what' of research that is being carried out.

Research companies that attract either part-time or full time PSP's rarely make any reference about importance of research they conduct but instead concentrate on offers of easy money and extra income.

Some survey methods will be more vulnerable than others, most vulnerable perhaps being online surveys itself. Company's that use PSP research data have to ask themselves how many surveys would it take for each PSP to realise that more surveys they take more cash or other incentives they receive. Will they after completing three or four surveys even think about question or just click on any random response?

Although telephone surveys and focus groups will be less prone to problem of people responding in a random or unconsidered manner with each telephone survey they take, and focus group they attend, they are becoming less like a member of general public and more like a professional respondent.

A survey can have many purposes and not all surveys are conducted with a view to being impartial and fair. Like a tobacco company that funds research into effects of nicotine, findings can be manipulated to reinforce a particular line of argument. Panels and PSP's have their place but if a company is relying on good and accurate market research data – beware survey panel!

Using results from online surveys promoter is able to:

•Obtain a profile of audience •Gauge overall success of event •Measure effectiveness of different promotion •Receive feedback on venue and facilities •Receive feedback on act •Promote on a one on one basis •Build a targeted database for future events •Build a loyal audience •Link to merchandise and other promotions

Considering effort that it takes to promote an event and little extra effort required in using online surveys to encourage further contact and all immediate and long term benefits that will bring – could it be any easier?

The following example shows feedback that could be used for a breaking band. It not only gathers valuable feedback, but continues to promote band, their CD and gives opportunity to encourage further contact.

http://www.surveygalaxy.com/surPublishes.asp?survey_id=1533

To view summary results of survey:-

http://www.surveygalaxy.com/surPublishResults.asp?survey_id=1533