U.S. patent application number 09/225561 was filed with the patent office on 2001-12-13 for automated survey kiosk.
Invention is credited to NANOS, JOHN J., NANOS, NIKITA J..
Application Number | 20010052122 09/225561 |
Document ID | / |
Family ID | 4161845 |
Filed Date | 2001-12-13 |
United States Patent
Application |
20010052122 |
Kind Code |
A1 |
NANOS, NIKITA J. ; et
al. |
December 13, 2001 |
AUTOMATED SURVEY KIOSK
Abstract
An automated survey kiosk which is easy to install at a
location, does not require access to standard telephone lines, can
be easily reprogrammed, has unlimited language capabilities, which
permits open-ended answers to inquiries or questions and whose
survey responses can be sent directly to a client. The automated
survey kiosk for administering a survey includes a touch screen for
displaying the survey and for receiving survey responses, the touch
screen being operatively connected to a general purpose computer
for storing the survey, the general computer including a memory for
storing the survey responses, operatively connected to the touch
screen; and a wireless modem for transmitting the survey responses
at a remote location at predetermined intervals. The automated
survey kiosk is programmed to prompt a user for a desired language
and then administer the survey in the chosen language. The
automated survey kiosk may be remotely reprogrammed with new
questions, by altering existing questions or by deleting existing
questions, from the location of the research firm, even while a
respondent is answering the survey. The survey responses may be
transmitted to the research firm, or may be directly sent to the
client, who must be equipped with the proper equipment to
communicate with the automated survey kiosk. Accordingly, the
client can have almost instantaneous access to the latest survey
data, and can modify the survey during the survey period. The kiosk
is also provided with a microphone in order to permit a respondent
to record a verbal answer should the multiple choices offered not
adequately described the respondent's answer.
Inventors: |
NANOS, NIKITA J.; (OTTAWA,
CA) ; NANOS, JOHN J.; (WHITBY, CA) |
Correspondence
Address: |
MERCHANT & GOULD
32OO IDS CENTER
80 SOUTH 8TH STREET
MINNEAPOLIS
MN
55402
US
|
Family ID: |
4161845 |
Appl. No.: |
09/225561 |
Filed: |
January 5, 1999 |
Current U.S.
Class: |
725/9 |
Current CPC
Class: |
G06Q 30/02 20130101 |
Class at
Publication: |
725/9 |
International
Class: |
H04N 007/16; H04N
007/173; G06F 003/00 |
Foreign Application Data
Date |
Code |
Application Number |
Jan 6, 1998 |
CA |
2,223,597 |
Claims
What is claimed is:
1. An automated survey kiosk for administering a survey, said
survey including a plurality of inquiries, said kiosk comprising: a
central processing unit including memory means for storing said
survey and for controlling the administration of the survey; a
video screen for sequentially displaying each inquiry in the
survey; means for receiving survey responses; means for storing the
survey responses operatively connected to the means for receiving
survey responses; and means for transmitting the survey responses
to a remote location whereby, in use, said central processing unit
displays each inquiry sequentially on said video screen and prompts
a respondent to answer each inquiry by selecting a response from a
plurality of responses through said means for receiving the survey
responses, said survey responses being stored in said means for
storing said survey responses for subsequent transmission to said
remote location.
2. An automated survey kiosk according to claim 1, wherein said
video screen is a touch-screen, whereby said means for receiving
survey responses are integrated in said touch screen.
3. An automated survey kiosk according to claim 2, wherein said
means for storing the survey responses are integrated in said
central processing unit.
4. An automated survey kiosk according to claim 3, wherein said
survey kiosk further includes means for dispensing an incentive to
said respondent when all of the inquiries in the survey have been
answered.
5. An automated survey kiosk according to claim 4, wherein said
survey includes at least one inquiry permitting a verbal response,
said plurality of responses including a response indicating that
the respondent wishes to enter a verbal response, where said means
for receiving survey responses further include a microphone and
said means for storing survey responses include a voice recorder,
whereby, in use, when a respondent selects said response indicating
that the respondent wishes to enter a verbal response, said central
processing unit indicates to said means for storing a survey
response to record a signal coming from said microphone.
6. A system for gathering survey responses, said system including:
at least one automated survey kiosk, said at least one automated
survey kiosk comprising: a central processing unit including memory
means for storing said survey and for controlling the
administration of the survey; a video screen for sequentially
displaying each inquiry in the survey; means for receiving survey
responses; means for storing the survey responses operatively
connected to the means for receiving survey responses; and means
for transmitting the survey responses to a remote location;
wireless means located at a central location for remotely sending
information to said at least one automated survey kiosk and for
receiving said survey responses for processing; means located at a
client's location for remotely receiving, at said predetermined
intervals or upon request, said survey responses; whereby, in use,
said central processing unit displays each inquiry sequentially on
said video screen and prompts a respondent to answer each inquiry
by selecting a response from a plurality of responses through said
means for receiving the survey responses, said survey responses
being stored in said means for storing said survey responses for
subsequent transmission to said remote location.
Description
FIELD OF THE INVENTION
[0001] The present invention relates to the field of market
research and data collection systems and devices.
DESCRIPTION OF THE PRIOR ART
[0002] For the past fifty years, the market research industry has
seen a gradual refinement of traditional data gathering techniques
and methodologies. Likewise, there has been a corresponding
evolution and increased sophistication in the use of market and
customer data by decision makers to test products, profile
customers and identify new market opportunities.
[0003] Technological advancements have helped close the loop
between head office decision makers and their front line
operations. In the past, inventory and sales reports took days or
even weeks to reach head office. Now, new technologies have
increased accessibility and shortened the "data lag" from weeks to
hours. Examples of these technology-driven advancements can be
found in almost all parts of the business organization ranging from
financial control, hourly sales reports through to instantaneous
inventory tracking.
[0004] One area where business has not seen a commensurate
"technology shock" is market research. Traditionally, people are
surveyed obtain data that is then analysed for various purposes,
such as market research, demographic data and other types of
statistics.
[0005] Typically, a client wishing to obtain certain data will
approach a research firm to undertake the survey, compile the data
and provide a paper report of the results.
[0006] The most common method of obtaining such data is to supply
employees of the research firm with questionnaires who personally,
or by telephone, interview others, hereinafter referred to as
"respondents", to obtain the answers to the questions. The
questionnaires are then sent back to the research firm, compiled
and a resulting report is transmitted to the client.
[0007] This method has the disadvantage of being labour intensive
and not providing results quickly enough. Typically, depending on
the survey sample, i.e. the number of people sampled, and the
number of questions, the turnaround time for the information is a
minimum of four to five days. This involves time to code the
survey, time to input the data, time to generate tabulations and to
generate the paper report. Transit time must also be included in
such a process. Furthermore, for on-site, in person interviews,
graphic image prompting is limited in that it is awkward to present
a respondent with one or more graphic images, and even more so when
feedback is requested on a flyer or brochure. Language capability
is also limited in the sense that should more than one language be
required to perform the survey, each employee must be provided with
an edition of the questionnaire in each language, and should
preferably be at least conversant in all of the languages.
[0008] Reliance on telephone and in person interviewing naturally
results in a structural time lag between collecting field data and
conveying survey results to decision makers. Fifty years ago an
overwhelming majority of research was based on telephone or
in-person interviews. The same still holds true today.
[0009] In an era where business information is increasingly
commoditized, the market research industry has embraced technology
primarily to refine and not to revolutionize. For example,
predictive dialling (where computers screen outbound calls for live
pickup) has increased the efficiency of telephone banks. However,
alternatives to traditional telephone and in-person data collection
have not taken root in the market research industry.
[0010] The result is a situation where decision makers can have
instantaneous and real-time access to information across their
whole operation, except for market research.
[0011] It is only within the last ten years or so that a nascent
attempt to explore alternative automated data-gathering techniques
emerged. The following is a brief review of the relevant prior
art.
[0012] U.S. Pat. No. 4,345,345 to Cadotte et al. discloses an
electronic terminal for collecting opinion data from customers of
an organization as to the satisfaction with the services rendered.
The terminal includes a keyboard that displays inquiries to a
respondent with multiple-choice responses for each inquiry. Each
response is associated with a key, so that the respondent presses
the appropriate key in connection with the appropriate response.
Each response is electronically recorded by a microprocessor
controller, and the selection is visually displayed for the
respondent. The responses are permanently recorded by the
controller for subsequent analysis. Similar devices are disclosed
in U.S. Pat. Nos. RE 31,951 (Johnson et al.) and 5,091,877 (Itoh et
al.) These devices are specifically designed to collect data
electronically and transmit this data to a central memory.
[0013] A disadvantage of these devices is that they require
specific programming in order to correlate the responses with the
inquiries or questions. Each time the questions to a survey are
modified, or a new survey created, these devices need to be
reprogrammmed, which is time consuming, costly and requires the
intervention of a person having expertise in programming such
devices. Further, the devices mentioned above require the
respondent to input the responses using the keyboard, which
requires the respondent to have a substantial level of comfort with
using a keyboard.
[0014] Another drawback with present surveying techniques is that
the average respondent is reluctant to devote any of his or her
time to complete a survey, whether by interview, completing a form
or using electronic devices of the type mentioned above. In fact,
many people consider it a nuisance when approached by a person
conducting a survey. This is primarily due to the fact that
would-be respondents fail to realize any personal gain from the
otherwise time-consuming interruption of their lives. In light of
this, it is believed that people would be more willing and
accepting to be surveyed if there were some sort of incentive to
entice the would-be respondent.
[0015] Shortfalls in the first round of automated data gathering
devices resulted in two types of alternative devices being
developed. The first group of alternatives, such as those described
in U.S. Pat. Nos. 5,361,200 (Webright et al.) and 4,355,372
(Johnson et al.) use keypads to collect real-time data.
Keypad-based devices suffer from drawbacks ranging from limited
language selection, incapacity to dispense coupons/incentives as
well as the inability to accept open-ended responses. These devices
therefore lack the flexibility required to accurately conduct
on-site research in a retail setting.
[0016] The second type of alternative devices were developed for
on-site research in a retail setting. Specific alternative devices
include U.S. Pat. Nos. 5,535,118 (Chumbley) and 5,237,157 (Kaplan).
These devices, instead of relying on a keyboard or keypad for
inputting a response, use a response card/punch card system. Even
quasi-research devices such as the '157 patent targeted to the
music industry, collect demographic information by means of a
paper-based membership application which asks for this
information.
[0017] For these devices which utilize paper, respondents receive a
response/punch card with questions, mark their responses on the
card and insert it into the device which optically scans or reads
the responses. The '118 device, for example, then dispenses a
coupon as an incentive after the response/punch card is inserted
into the device.
[0018] These devices have not been accepted by the mainstream
market research community because of a number of serious
methodological problems and lack of flexibility which undermine the
accuracy and integrity of the research data.
[0019] It is generally recognized in the market research community
that a central cause of bias in survey results is the order in
which the questions are asked. For example, if one were asking
questions on two products X and Y, to avoid bias one should
alternate the order so that one begins product X questions fifty
percent of the time and product Y questions fifty percent of the
time. The research industry commonly refers to this alternative
order approach as "skip rotations". Beginning with the same
variable all of the time introduces a definite bias in the survey
results.
[0020] Any type of device that relies on response/punch cards
cannot, by any definition, properly administer a skip rotation.
Likewise, it cannot ensure that the respondent answers the
questions in proper order. The respondent may even skip critical
questions. Respondents have the discretion regarding the order in
which they fill out the questionnaire and which questions they
decide to answer. This serious methodological flaw effectively
discounts these devices as accurate and statistically valid opinion
measurers.
[0021] Another serious methodological flaw involves the language
bias of these devices. The past ten years has seen a tremendous
surge in the importance of ethnic marketing. Multi-cultural markets
across North America have been relatively untapped by the research
industry. Finding interviewers to administer telephone or in-person
questionnaires who are fluently multi-lingual is very difficult and
prohibitively costly. The devices cited above have not been able to
overcome this obstacle.
[0022] The response/punch card system cannot effectively prompt the
questions in multiple languages because the device is limited by
the space on the cards. For multi-cultural markets and settings,
respondent participation will be skewed to the language on the
punch card. Even if only ten percent of a target population is
outside of the language on the punch-card, this would effectively
bias the sample results due to non-participation of a portion of
the sample. Since everyone in the target sample could not
participate, confidence intervals that measure the accuracy of the
survey should not be conducted due to sample bias.
[0023] Another key factor that influences the accuracy of survey
results is the potential answers respondents are prompted to select
from. All of the devices cited whether relying on response/punch
card or keypad systems include fixed, preprogrammed responses that
offer no opportunity for a response outside of the pre-determined
list. For telephone or in-person interviews these responses would
fall under "other" responses where respondents could provide an
answer outside of the pre-determined set. None of the devices allow
for open-ended questions, where a respondent can provide a special
answer in their own words. Being limited to fixed answers also
limits the flexibility of the research process by eliminating the
use of open-ended questions. More importantly it introduces bias by
forcing respondents to select from a pre-set list, because
responses outside of the pre-set list cannot be recorded. The
result is survey data that does not accurately reflect the full
range of respondent opinion.
[0024] Measuring the impact of advertising and marketing is a
critical success factor for organizations. Using traditional market
research techniques, one cannot prompt images over the telephone.
Likewise, as mentioned above, introducing a series of graphics
(i.e., newspaper or TV ads) can be cumbersome during an in-person
interview for many retail settings. In the worst case scenario,
graphics might not be introduced properly or in the right order
thus leading to significant bias and error in the survey results.
The devices cited cannot prompt a graphic image of a newspaper,
flyer or full-motion television advertisement. Market research
studies have demonstrated that the most effective means of
measuring awareness is to prompt the respondent with the actual
graphic image.
[0025] Concerning incentives, although the Chumbley device can
issue a coupon, the coupon is dispensed regardless of the number of
questions that have actually been answered. Respondents could
theoretically therefore fill out two questions of a 12 question
questionnaire, insert the punch card and receive the coupon. These
devices, therefore, at a cost to the operator, issue incentive
rewards for partial completions. None of the devices cited conduct
any sort of check to ensure that the whole survey was properly
completed before an incentive coupon is issued.
[0026] As a result of these serious methodological and logistical
problems, none of the devices can accurately collect and measure
public opinion from a statistical viewpoint. Although the overall
concept of automated data collection remains sound, as a result of
their weaknesses, none of the devices have been accepted by the
mainstream market research industry.
[0027] The devices developed to date can at best be described as
technology solutions that have been applied to the market research
process. The correct solution should be driven by methodological
considerations, not technology.
SUMMARY OF THE INVENTION
[0028] It is thus an object of the invention to provide an
automated survey kiosk which is easy to install at a location, does
not necessarily require access to standard telephone lines, can be
easily reprogrammed, has unlimited language capabilities and whose
the data can be sent directly to a client.
[0029] In accordance with the invention, this object is achieved
with an automated survey kiosk for administering a survey, the
survey including a plurality of inquiries, the kiosk
comprising:
[0030] a central processing unit including memory means for storing
said survey and for controlling the administration of the
survey;
[0031] means for sequentially displaying each inquiry in the
survey;
[0032] means for receiving survey responses;
[0033] means for storing the survey responses operatively connected
to the means for receiving survey responses; and
[0034] means for transmitting the survey responses to a remote
location at predetermined intervals;
[0035] whereby, in use, said central processing unit displays each
inquiry sequentially on said means for displaying each inquiry and
prompts a respondent to answer each inquiry by selecting a response
from a plurality of responses through said means for receiving the
survey responses, said survey responses being stored in said means
for storing said survey responses for subsequent transmission to
said remote location.
[0036] The automated survey kiosk is programmed to prompt a user
for a desired language and then administer the survey in the chosen
language. Furthermore, the automated survey kiosk may be remotely
reprogrammed with new questions, or by deleting existing questions.
The survey responses may be transmitted to the search firm, or may
be directly sent to the client, who must be equipped with the
proper equipment to communicate with the automated survey
kiosk.
[0037] It is a further object of the invention to provide an
automated survey kiosk which can accept open-ended answers. In
accordance with the invention, this object is achieved with a
survey kiosk of the type mentioned above, where at least one
inquiry includes a choice for indicating that the respondent wishes
to answer an inquiry verbally, and where the kiosk further includes
a microphone and means for recording the answer.
BRIEF DESCRIPTION OF THE DRAWINGS
[0038] The present invention and its advantages will be more easily
understood after reading the following non-restrictive description
of preferred embodiments thereof, made with reference to the
following drawings in which:
[0039] FIGS. 1(a) and 1(b) are respectively front perspective and
back views of an automated survey kiosk according to a preferred
embodiment of the invention;
[0040] FIG. 2 is a schematic representation of the components of
the kiosk of FIG. 1;
[0041] FIG. 3 is a schematic representation of the flow of data
between a kiosk, a central remote location and a client;
[0042] FIG. 4 is a view of a language selection screen;
[0043] FIG. 5 is a view of a closed-ended question screen;
[0044] FIG. 6 is a view of a graphics prompting screen;
[0045] FIG. 7 is a view of an open-ended question screen; and
[0046] FIG. 8 is a view of an alpha-numeric data capture
screen.
DESCRIPTION OF A PREFERRED EMBODIMENT OF THE INVENTION
[0047] FIG. 1 shows an automated survey kiosk 1 according to the
preferred embodiment of the invention, including a housing 5 having
a base, front and side panels as well as a back access panel. Two
locations to attach customized signage to the device are provided
for users to attach customized signage. First, affixed to the front
panel of the unit is an area for customized signage which includes
a plexi-glass envelope. Second, attached to the top of the kiosk is
a removable customized housing for signs. This customized removal
sign housing is attached to the main unit by means of two gyro
locks on the sides of the main unit. Signs are slid into a
plexi-glass envelope and then inserted into the sign housing
through a slot at the top. The back access panel includes a lock
and a series of ventilation slits to facilitate the internal
circulation of air. Beneath the back access panel is an opening for
a retractable power cord that supplies electricity to the device.
These features are not shown on the drawings since they are within
the skill of one versed in the art, and form no part of the
invention.
[0048] The kiosk 1 includes means for displaying a survey 3, means
for receiving survey responses, a central processing unit 11, a
modem 13, and preferably further includes a coupon dispenser 15, a
microphone 17 and loudspeakers located within the housing 5 of the
kiosk 1.
[0049] It should be understood that the central processing unit 11
may take the form of a general purpose personal computer with the
usual components. The central processing unit includes means for
storing a survey, such as memory means and a hard disk drive.
[0050] A typical survey to be administered will include a plurality
of inquiries to be answered by a respondent. Generally, the kiosk
of the invention will display each inquiry sequentially on the
means for displaying the survey 3 and will prompt a respondent to
answer each inquiry. The respondent enters the responses through
the means for receiving survey responses, which are then stored in
the means for storing the survey responses, as will be hereinafter
detailed.
[0051] The means for displaying the survey 3 preferably are a touch
screen monitor to collect information surrounded by a bezel frame.
The touch screen monitor is comprised of 100,000 touch points per
square inch. It typically requires a finger or gloved hand pressure
activation of between 3 to 4 ounces (55 to 85 grams). Within five
to ten milliseconds the touch activation or respondent selection is
recorded by the device. The top layer of the touch screen monitor
has a polyester hard surface coating with a non-glare finish.
[0052] Surrounding the monitor is a mounting bezel frame 6 (see
FIG. 1). This bezel frame also helps facilitate the insertion and
withdrawal of the touch screen monitor for easy maintenance and
replacement. A monitor that meets the device specifications that
may be used is a 17 inch resistive touch screen manufactured by KDS
Pixel Touch.
[0053] The touch screen monitor is operatively connected to the
central processing unit (CPU) which has the capability to run full
motion video for the respondent to view. As mentioned above, the
CPU can take the form of a general purpose personal computer, the
requirements of which could be a Pentium 200 MHZ MMX microprocessor
with 32 meg RAM, a 4.3 gigabyte hard drive and a 32 speed
CD-ROM.
[0054] Preferably, the general purpose computer includes an 8
megabyte graphics accelerator which will allow for high performance
64-bit graphics for 3D, 2D and DVD picture-quality, full screen
video playback. The graphics capability include true color video in
any graphics modes and a full frame-rate playback as if one was
watching television. This graphics accelerator will further speed
the mapping and resolution of images and information to the touch
screen monitor. A graphics accelerator that meets the requirements
of the invention is manufactured by ATI Technologies Inc.
[0055] As mentioned previously, the kiosk 1 preferably includes a
sound recording (microphone 17) and broadcasting system
(loudspeakers 19) operatively connected to the CPU 11 as part of
the means for receiving survey responses and the means for
displaying the survey 3, respectively. It will become apparent to a
person skilled in the art that the present invention permits not
only traditional question-and-answer surveying, but will also
easily permit graphic image prompting and sound for survey
purposes. The microphone is preferably provided with an auto detect
function for recording open-ended responses, as will be hereinafter
explained. The system also preferable include two magnetically
shielded, dynamic speakers to broadcast sound for full motion video
displayed to the respondent.
[0056] Preferably, also attached to the CPU 11, is a PCMCIA drive
which will be fitted into a 5.25 inch floppy disk drive bay. The
drive will have the ability to accept types I, II and III PCMCIA
cards. For example, a drive that meets the preferred embodiment of
the invention is manufactured by Antec Inc.
[0057] Installed in the PCMCIA drive will be a modem 13 which may
be hardwired and utilize the analog or digital wireless
communications networks. The preferred modem is an 14.4 kbps
wireless analog cellular modem which can operate on any standard
analog network, although any wireless modem may be used. The
purpose of using a wireless modem increases the mobility of the
kiosk according to the present invention inasmuch as a separate,
dedicated land line is not required. The modem can make and accept
calls, in both data and voice mode. It is powered by the CPU, while
inserted into a type III PCMCIA drive. For example, a wireless
modem that meets the preferred embodiment of the invention is
manufactured by Globewave. However, it should be understood that
any type of communication network may be used, such as a dedicated
land line in the case of a permanently installed kiosk, or radio
frequencies other than cellular.
[0058] An incentive dispensing device 15 is also connected to the
CPU 11. Although the preferred embodiment includes a device that
mechanically dispenses pre-printed coupons, a thermal or laser
printer may also be used to dispense customized incentives.
[0059] The automated survey kiosk will be powered by means of a
standard electrical plug attached to a standard electrical outlet.
As a power back-up feature, the device may be equipped with an
uninterruptible power supply (UPS) battery. The UPS battery will
sense any brown-out or black-out conditions and engage itself until
power is restored. Before the battery cycles its entire charge, the
device will conduct an automatic shutdown of the operating
programs. On-site set-up of the device requires no computer or
technical expertise. Once the device is plugged in, an automated
power-up routine is initiated which will set-up the program and the
questionnaire for collecting respondent feedback.
[0060] The wireless modem will serve as the primary link between
the automated survey kiosk 1 located on-site and an remote off-site
computer 100 which will warehouse and transfer coded respondent
feedback and reports to the client. The remote central processing
unit 100 will also have the capability to run full motion video for
the operator to view, and will be compatible with the automated
survey kiosk. According to a preferred embodiment, the remote
off-site computer will be substantially identical to the kiosk in
terms of hardware and software, so that both may communicate
adequately. It is important to note that the off-site computer 100
must be equipped with a wireless modem to communicate with the
automated survey kiosk 1.
[0061] The modem located in the kiosk is used to transfer
information to multiple locations, through either a direct data
up-link, the Internet or facsimile, but always through the wireless
modem. Therefore, one of the key features of the kiosk is its
ability to conduct multiple on-site data gathering initiatives
concurrently (see FIG. 3). For applications that involve multiple
locations, each kiosk will be assigned a unique identifier which
will be attached to all data collected and transferred
therefrom.
[0062] The data collection and transfer processes is facilitated
through a series of integrated software programs that allow for the
simultaneous linking of the remote central microprocessor 100 and
the kiosks 1. In order to ensure secure communications, encryption
algorithms are used to prevent unauthorized access to the data, and
unauthorized access to the survey stored in the kiosk. As can be
seen from FIG. 3, the kiosk may periodically send draft aggregate
reports directly to an authorized third party. Alternatively or
concurrently, the kiosk periodically or upon request, sends the raw
survey results to the remote off-site microprocessor 100 which
performs analysis, conducts remote diagnostics, reprograms the
surveys, transfers data to the client offices and essentially acts
as the main data warehouse.
[0063] To facilitate the data transfer, a communication program is
used. For this application the on-site automated survey kiosk will
act as the host and the off-site data warehouse will serve at the
remote. The remote contacts the host, logs on to the host system
and both computers operate in tandem. During this link the remote
operator can up/download files, perform all standard computer
functions including remote hardware and software diagnostics. It
should however be understood that other configurations for
communication between the automated survey kiosk and the remote
off-site computer can be used.
[0064] As mentioned in the Description of the prior art, language
barriers, confidentiality concerns and "survey fatigue" have
combined to impact the effectiveness of traditional market research
approaches. These factors have especially influenced on-site,
in-person interviewing. Dissatisfied customers are cynical as to
whether negative evaluations conveyed to interviewers will actually
be passed on to management. Likewise, many respondents are
concerned that their confidential responses could be compromised.
In the worst case scenario, minority language customers have no
vehicle to even register positive or negative feedback. Add survey
fatigue to these drawbacks and the result is a situation where
collecting statistically representative research data has become
increasingly difficult.
[0065] In response to these challenges, a series of devices were
developed (see Description of the prior art). These devices were
successful in settling confidentiality concerns. The novel use of
technology to administer in-person interviews also helped reduce
survey fatigue. From a methodological perspective, however, these
devices lack flexibility and fail to properly address the
challenges of language capability, skip rotations, prompting
graphics and collecting open-ended responses. These challenges are
solved by the present invention which is a touch screen,
multi-media, multi-lingual wireless automated survey kiosk which
gathers and transmits on-site feedback from respondents.
[0066] When the device is not being used by a respondent, a visual
looping section of the program will be engaged to attract
respondents to the device. Part of the attract loop may invite
respondents to touch the screen, whereupon the attract loop will be
broken and the user will be taken to the beginning of the
questionnaire.
[0067] Referring now to FIGS. 4-8, a graphical software interface
is used to prompt a respondent with inquiries and collect data from
respondents. This interface has the ability to prompt and
administer the questionnaire in multiple languages, conduct skip
rotations, display still and moving images as well as collect
respondent feedback through the touch screen monitor. This software
program will be linked to a program which will warehouse the data
and perform statistical tabulations. SPSS, an advanced statistical
program used by the market research industry, may be used to
perform these functions.
[0068] Once into the questionnaire portion of the program, the
respondent will be presented with the questions one at a time.
Selecting a response will automatically take the user to the next
question. All questions will be presented in a text format using a
large, easy to read font and may include graphic images. Each of
the questions will include a series of answers that will include
the text and buttons. The number of buttons appearing on the screen
will correspond to the number of possible answers. Respondents will
be able to register a response by either touching the relevant
button or the relevant answer text (see FIG. 5). Once a selection
is made, an alpha-numeric code will be assigned to the answer and
the kiosk will initiate the next appropriate question.
[0069] As the respondent answers questions a status indicator 120,
displayed on the touch screen monitor, will track the respondents
progress through the questionnaire (see FIGS. 4-8). For example,
once the respondent is half way through the questionnaire, the
status indicator will indicate that 50 percent or one-half of the
questionnaire has been completed. The status indicator may take the
form of a numeric value, pie chart or progress bar. Visually
showing the respondent the progress status diminishes the number of
mid-interview terminations.
[0070] Each time the respondent touches the screen to enter a
response a "beep" will be broadcast by means of the speakers (see
FIG. 1) to confirm that a selection has been made. Likewise, as
soon as the attract loop is broken the date and time of day is
recorded by the microprocessor and an interview timer is activated.
This will be used to calculate the number of seconds required to
complete the interview.
[0071] After the attract loop is broken the first screen will
prompt the respondent to select the preferred language to conduct
the interview (see FIG. 4). The screen may use translations of the
phrase "continue in . . . " in each of the respective interview
languages to facilitate the language choice selection. Once the
language preference is identified by the respondent by touching the
appropriate button or text, the device will conduct the complete
interview in the language selected.
[0072] Fundamentally, there are five types of questions that may be
introduced by the device: questions without graphic images;
questions with graphic images; questions with open-ended responses;
skip-rotation questions; and questions that allow for alphanumeric
inputting.
[0073] Standard, closed-ended questions without graphic images,
will include the text of the question and a limited selection of
answers. For example, the device may be used to demographically
profile respondents by asking them to select an answer to a
question (see FIG. 7). In this case, respondents will be prompted
with a series of fixed selections based on the needs of the
research project.
[0074] The second type of question initiated by the device will
include the ability to visually prompt images ranging from
still-life to full-motion video. In this case, the device will
introduce the images on the screen as well as a series of potential
responses. For example, a common use of graphics involves
benchmarking the awareness of print advertising vehicles such as
newspaper flyers. In this instance, the image of a specific flyer
may be prompted (see FIG. 6) and the respondent may be asked if
they remember seeing the specific flyer. Likewise, a full-motion
video clip of a television commercial may be played and the
respondent may be asked to provide an evaluation.
[0075] The third type of question that may be initiated by the
device will allow for the respondent to provide an open-ended
response. In this case, one of the answer choices may include the
option to record a verbal response. These types of questions
usually apply to situations where a wide variety of responses may
be encountered. For example, a respondent may be asked their
motivation for shopping at a particular store (see FIG. 7). In this
instance, if the preferred answer is not included in the list of
prompted answers, the respondent will have the ability to select
"other, record your answer here" and record, in his or her own
words, their answer by using the microphone situated above the
touch screen monitor (see FIG. 1). Recorded open-ended responses
will be linked to the data file through the identification number
automatically assigned to the interview.
[0076] The fourth type of question that may be initiated by the
device is that of a skip rotation. In this instance, questions are
rotated in order to minimize bias. For example, if a survey project
was being conducted on three products, say products X, Y, and Z,
the device would have the ability to rotate the order in which the
questions are introduced to the respondent so that any bias is
eliminated. The question rotation would be as follows:
[0077] Question Order Respondent 1--Product X, Product Y, Product
Z
[0078] Question Order Respondent 2--Product Y, Product Z, Product
X
[0079] Question Order Respondent 3--Product Z, Product X, Product
Y
[0080] Rotation Complete--Begin Skip Rotation Again
[0081] Question Order Respondent 4--Product X, Product Y, Product
Z
[0082] Apart from questions being rotated, answers to a question
may also be rotated to minimize any potential bias based on the
order in which the answer selections are prompted. The ability to
properly administer skip rotations guarantees that the interview
will be administered and data collected without bias.
[0083] The fifth type of question that may be initiated by the
device involves collecting alpha-numeric information. In this case,
the respondent may be presented with a virtual keyboard displayed
on the touch screen (see FIG. 8). As a selection is made it is
displayed on the touch screen. The respondent will also have the
ability to edit, by using a "backspace" button, any alpha-numeric
responses before selecting the "done" button to confirm the
response. For example, if the device was being used in a
jurisdiction such as Canada, this capability would be necessary to
collect a respondents alpha-numeric postal code (see FIG. 8). This
alpha-numeric data capturing capability will also allow the device
to collect information on complex product codes, transaction number
or unique identifiers.
[0084] Immediately following the last question, the respondent will
be presented with a thank you screen. The screen will remain
displayed for approximately five seconds before the incentive
dispensing mechanism is activated and an coupon is issued. Coupons
are only issued if all the questions have been answered by the
respondent. Once the thank you screen has been displayed and the
coupon dispensed, the device will automatically return to the
attract loop. At this point the program resets itself in
preparation for the next interview.
[0085] Before the program resets itself, an identification number
may be assigned to the interview. Apart from the answer selections
made by the respondent, the program will automatically link the
time and date the attract loop was broken as well as the total
duration of the interview in seconds to the identification number.
All of this information will be initially stored in the CPU and
then transferred to the data warehouse in the remote central
microprocessor.
[0086] Each interview record will be saved in a standard ASCII
format. The preferred ASCII format will be comma delineated with a
hard return at the end of the record. No blank spaces will be
allowed. The following is an example of the type of record which
may be used:
[0087] "12:15 PM, Mar. 15, 1998, 55, 1, 2, 8, 4, 5, 3, 1,
M1K1N8"
[0088] which includes the date and time the attract loop was
broken, the length in time of the interview and the alpha-numeric
coded answers of the respondent.
[0089] In the case of an incomplete record resulting from a
mid-interview termination, questions with answers will be logged
normally. The device will automatically pad blanks (questions not
answered) with the integer zero ("0"). Incorporating this feature
into the device will avoid the requirement for a parsing routine
for blank spaces. Likewise, unanswered alpha-numeric responses may
be replaced with "XXXXX" to ensure the file is complete. However,
other forms of storing the data are well within the purview of a
person skilled in this field.
[0090] At any time during the research process, even while the
respondent is entering responses, data can be transmitted via
telecommunications link from the host to any remote location.
Although for most projects a daily data report is sufficient, data
may be transferred hourly or even in a real-time fashion to the
data warehouse in the remote central microprocessor.
[0091] Once the information is transferred to the data warehouse in
the remote central microprocessor a series of automated data
checking and validation procedures are initiated. Any interviews
conducted outside of business hours, potentially conducted by
employees or other non-qualified respondents, are disqualified from
the batch of valid interviews. An algorithm then calculates the
reading and completion time for each interview and disqualifies
interview sessions where the questions were not likely read. This
eliminates instances where a potential respondent randomly made
selections as quickly as possible without reading the
questions.
[0092] Upon completion of the checking and validation procedures,
individual interview records and aggregate reports are transferred
electronically to the client into a customized data warehouse by
the remote central microprocessor via a telecommunications link.
Receiving individual data records will allow the client to conduct
in-house longitudinal and customized queries on demand. The device
will also have the capability to automatically generate and
transmit draft aggregate fax reports to identified fax
recipients.
[0093] Among the key advantages of the device is its remote
capability. Surveys can be changed, new languages reprogrammed and
revised graphics can be uploaded while the device is still in the
field, even if it is being used by a respondent. Likewise, hardware
and software diagnostics can also be conducted remotely. This
remote capability significantly reduces operational costs on a
number of levels. In the case of repairs, remote diagnostics mean
on-site technician time can be minimized.
[0094] With the ability to remote retrieve data and change the
questionnaire the device can be deployed directly to new clients
and research projects without returning to head office or requiring
an on-site technician visit. If the device is situated in a market
with a special cultural group it can be reprogrammed via the
telecommunications link with the additional language(s). When
on-site access is required, the device can be accessed by means of
a password embedded into one of the alpha-numeric questions.
[0095] For any research project, a series of devices can be
deployed on-site and remote accessed and reprogrammed by the remote
central microprocessor. At any given time each on-site device will
automatically forward survey feedback. Likewise, each of the
surveys can be customized to meet special site needs. For example,
many retail clients are interested in profiling the local newspaper
and television watching habits of their customers. In this
particular instance, each device would be remotely programmed to
include questions which prompt on the specific newspaper and
television organizations in that market. The result is a
significant degree of flexibility, on-site questionnaire
customization for micro-markets and reduced costs.
[0096] The advantages of having an automated survey kiosk as
described are the following: almost instantaneous results for the
client, minimal labour, increased flexibility in the types of
questions, languages and graphic prompting for customer reaction,
ease of installation and ease of reprogramming. Additionally, the
kiosk is lightweight, which, combined with the reprogrammability,
makes it very versatile in moving and adapting the kiosk to another
environment.
[0097] Although the present invention has been explained
hereinabove by way of a preferred embodiment thereof, it should be
pointed out that any modifications to this preferred embodiment
within the scope of the appended claims is not deemed to alter or
change the nature and scope of the present invention.
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