U.S. patent application number 10/818796 was filed with the patent office on 2004-09-30 for method and apparatus for automating the conduct of surveys over a network system.
Invention is credited to Hamlin, Charles B., Smith, LeRoy JR..
Application Number | 20040193479 10/818796 |
Document ID | / |
Family ID | 21878519 |
Filed Date | 2004-09-30 |
United States Patent
Application |
20040193479 |
Kind Code |
A1 |
Hamlin, Charles B. ; et
al. |
September 30, 2004 |
Method and apparatus for automating the conduct of surveys over a
network system
Abstract
A method and apparatus for automating surveys over a network
system causes an interface to be displayed to a particular client
of the network system. This interface can be used by the particular
client to define a survey. In response to the client interacting
with the interface, a sequence of steps is automatically performed.
The sequence of steps includes generating a survey based on
information received over the network system from the particular
client interacting with the interface; fielding the survey to a
group of target users on the network system; gathering results of
from network users participating in the survey; and providing the
particular client, over said network system, with data that
reflects the results of the survey.
Inventors: |
Hamlin, Charles B.;
(Southport, CT) ; Smith, LeRoy JR.; (New York,
NY) |
Correspondence
Address: |
HICKMAN PALERMO TRUONG & BECKER, LLP
1600 WILLOW STREET
SAN JOSE
CA
95125
US
|
Family ID: |
21878519 |
Appl. No.: |
10/818796 |
Filed: |
April 5, 2004 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10818796 |
Apr 5, 2004 |
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09439382 |
Nov 15, 1999 |
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6754635 |
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09439382 |
Nov 15, 1999 |
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09034774 |
Mar 2, 1998 |
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6477504 |
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Current U.S.
Class: |
705/7.32 |
Current CPC
Class: |
G06Q 30/0205 20130101;
G06Q 30/02 20130101; G06Q 30/0204 20130101; G06Q 10/06 20130101;
G09B 7/02 20130101; G06Q 30/0203 20130101 |
Class at
Publication: |
705/010 |
International
Class: |
G06F 017/60 |
Claims
What is claimed is:
1. A method for assigning a survey to a respondent, the method
comprising the steps of: an automated survey mechanism generating a
set of one or more screening questions; receiving input data at the
automated survey mechanism in response to said respondent answering
said set of one or more screening questions; and the automated
survey mechanism selecting a particular survey from a plurality of
surveys to present to said respondent based on how said respondent
answered said set of one or more screening questions.
2. The method of claim 1, further comprising the steps of:
receiving a request to participate in a survey; and generating said
set of one or more screening questions in response to receiving
said request.
3. The method of claim 1, wherein the step of generating a set of
one or more screening questions comprises the step of generating
said set of one or more screening questions based on target
participation criteria that is associated with one or more active
surveys.
4. The method of claim 1, further comprising the steps the
automated survey mechanism sending the set of one or more screening
questions to the respondent over a network, wherein the step of
receiving input data includes receiving input data over the
network.
5. A computer-readable medium carrying one or more sequences of
instructions which, when executed by one or more processors, causes
the one or more processors to perform the method recited in claim
1.
6. A computer-readable medium carrying one or more sequences of
instructions which, when executed by one or more processors, causes
the one or more processors to perform the method recited in claim
2.
7. A computer-readable medium carrying one or more sequences of
instructions which, when executed by one or more processors, causes
the one or more processors to perform the method recited in claim
3.
8. A computer-readable medium carrying one or more sequences of
instructions which, when executed by one or more processors, causes
the one or more processors to perform the method recited in claim
4.
Description
[0001] This application is a continuation of prior patent
application Ser. No. 09/439,382, filed by Charles B. Hamlin and
Leroy Smith, Jr., on Nov. 15, 1999, entitled "Method and Apparatus
for Automating the Conduct of Surveys over a Network System," which
is a continuation of prior patent application Ser. No. 09/034,774,
filed by Charles B. Hamlin and Leroy Smith, Jr., on Mar. 2, 1998,
entitled "Method and Apparatus for Automating the Conduct of
Surveys over a Network System," which are hereby incorporated by
reference in their entirety.
FIELD OF THE INVENTION
[0002] The present invention relates to a method and apparatus for
automating the conduct of surveys over a network system.
BACKGROUND OF THE INVENTION
[0003] Before proceeding with a particular product, service,
strategy, or tactic, it is often desirable to obtain information
about the behaviors, opinions, and attitudes of the marketplace.
These data will often help predict if potential customers will be
interested in acquiring the product or service or how they may
react to a given strategy or tactic.
[0004] Research plays an important role in understanding the
current and future wants, needs, and behaviors of the marketplace.
It is often applied in business-to-business and
business-to-consumer applications. As a result, many companies
invest a significant amount of money, time, and resources in market
research programs.
[0005] Typically, if someone (a "client") requires a better
understanding of the market place, they will obtain information
using an in-house market research department, an out-of-house third
party market research firm, or both.
[0006] To obtain the requested information, individuals within
research groups typically perform a series of linked steps. For
example, these steps may include:
[0007] (1) working with the client to define the problem;
[0008] (2) designing a research instrument (i.e. a survey);
[0009] (3) creating the research instrument (writing/producing the
survey);
[0010] (4) fielding the instrument using mail, telephone, in-person
or Internet-based media;
[0011] (5) processing the data obtained and analyzing the results;
and
[0012] (6) generating a report of findings for the client.
[0013] In defining the business problem, a client generally
specifies a set of parameters that defines the information the
client needs to know, a particular target group of interest, a time
frame, and a cost for the conduct of the research. For example, a
client may want to know within three weeks, the flavor of
toothpaste that is most liked by kids between the ages of six and
thirteen.
[0014] Understanding the needs of the client, the market research
professional or company develops a research solution to obtain the
necessary information within the client's given constraints. The
research solution typically involves a series of steps that may
include creating a survey instruments and fielding to several
hundred people by phone or mail to better understand the needs,
behaviors, attitudes and opinions of the client's targeted
group.
[0015] In general, market research is conducted using one or more
of the following communication media:
[0016] (1) Mail
[0017] (2) Telephone
[0018] (3) In-person
[0019] (4) Networks including the Internet, e-mail and the World
Wide Web
[0020] Using the first method, the research group mails surveys to
a predetermined number of people who fall within the target group.
This method of surveying includes such steps as printing surveys,
addressing envelopes, stuffing envelopes with the survey,
depositing surveys into a mail system, and then waiting for the
target group to mail back responses. Once the responses are
received, they are processed, coded, and entered into a computer to
be analyzed. The analyzed data is then interpreted and reported
back to the client.
[0021] A drawback associated with conducting research using mail is
that it generally takes eight to twelve weeks from the time a
project is initiated to its completion. In many cases, this delay
is prohibitively long and unacceptable in today's competitive
market where business decisions often have to be made in days--not
weeks. In addition, the cost of producing, printing, and mailing
surveys as well as analyzing the results of the survey can impose a
substantial financial burden on many clients.
[0022] One approach to reducing the excessive delays that are
inherent with mail surveys is to conduct surveys using telephone
services. Conducting surveys via the telephone service minimizes
the delays associated with mail, but the cost of hiring quality
interviewers makes telephone surveying very expensive, thus
imposing a substantial financial burden on many clients.
[0023] A third medium used for collecting survey data is in-person
interviewing. As with telephone, the cost of in-person interviewing
can be extremely costly, thus imposing an even higher financial
burden on many clients.
[0024] A fourth and emerging medium for conducting research is the
Internet and other networks. While they offer advantages of speed
and lower costs, they reach a small percentage of the consumer and
business public (approximately 25% of households and 30% of
business) making it difficult to cost effectively find and
interview targeted consumers and customers.
[0025] Finally, the time and cost of conducting research are often
increased by the number of people and steps involved in the
traditional research processes. Clients must often work through
time consuming and expensive research bureaucracies; engage outside
specialists or resources; find targeted respondents; and then wait
for surveys to be created, fielded, and processed. The long sought
after ideal of having business decision makers be in close and
timely contact with their markets is thwarted by traditional
systems, methods, organizations and norms.
[0026] It is clearly desirable to provide mechanisms and processes
that decision makers and researchers alike can use to both quickly
and economically reach out and understand the behaviors, opinions
and attitudes of consumers and customers in today's competitive and
fast moving market place.
SUMMARY OF THE INVENTION
[0027] According to one aspect of the invention, a method and
apparatus for automating the conduct of surveys over a network
system is provided.
[0028] According to the method, an automated survey mechanism
causes an interface to be displayed to a client which allows the
particular client to define a survey. In response to the client
interacting with the interface, a sequence of steps is
automatically performed. The sequence of steps includes generating
a survey based on information received over said network system
from said interface; fielding the survey to a group of target users
on the network system; gathering results of the survey; and
providing the particular client with data that reflects the results
over said network system.
BRIEF DESCRIPTION OF THE DRAWINGS
[0029] The present invention is illustrated by way of example, and
not by way of limitation, in the figures of the accompanying
drawings in which like reference numerals refer to similar elements
and in which:
[0030] FIG. 1 is a block diagram of a computer system upon which an
embodiment of the invention may be implemented;
[0031] FIG. 2A is a block diagram of a computer system context;
[0032] FIG. 2B is an example of a top-level interface page in
accordance with the present invention;
[0033] FIG. 3 is an example of an interface page that can be used
by the user to generate questions and responses in defining a
survey;
[0034] FIG. 4 is an example of different response types that may be
associated with a particular question in accordance with the
present invention; and
[0035] FIG. 5 is an example of the real-time pricing capability
associated with the invention.
[0036] FIG. 6 illustrates a flow diagram for automating a survey
over a network system in accordance with the present invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0037] A method and apparatus for automating surveys over a network
system is described. In the following description, for the purposes
of explanation, numerous specific details are set forth to provide
a thorough understanding of the present invention. It will be
apparent, however, to one skilled in the art that the present
invention may be practiced without these specific details. In other
instances, well-known structures and devices are shown in block
diagram form to avoid unnecessarily obscuring the present
invention.
HARDWARE OVERVIEW
[0038] FIG. 1 is a block diagram that illustrates a computer system
100 upon which an embodiment of the invention may be implemented.
Computer system 100 includes a bus 102 or other communication
mechanism for communicating information, and a processor 104
coupled with bus 102 for processing information. Computer system
100 also includes a main memory 106, such as a random access memory
(RAM) or other dynamic storage device, coupled to bus 102 for
storing information and instructions to be executed by processor
104. Main memory 106 also may be used for storing temporary
variables or other intermediate information during execution of
instructions to be executed by processor 104. Computer system 100
further includes a read only memory (ROM) 108 or other static
storage device coupled to bus 102 for storing static information
and instructions for processor 104. A storage device 110, such as a
magnetic disk or optical disk, is provided and coupled to bus 102
for storing information and instructions.
[0039] Computer system 100 may be coupled via bus 102 to a display
112, such as a cathode ray tube (CRT), for displaying information
to a computer user. An input device 114, including alphanumeric and
other keys, is coupled to bus 102 for communicating information and
command selections to processor 104. Another type of user input
device is cursor control 116, such as a mouse, a trackball, or
cursor direction keys for communicating direction information and
command selections to processor 104 and for controlling cursor
movement on display 112. This input device typically has two
degrees of freedom in two axes, a first axis (e.g., x) and a second
axis (e.g., y), that allows the device to specify positions in a
plane.
[0040] The invention is related to the use of computer system 100
for automating surveys over a network system. According to one
embodiment of the invention, the automation of surveys over a
network system is provided by computer system 100 in response to
processor 104 executing one or more sequences of one or more
instructions contained in main memory 106. Such instructions may be
read into main memory 106 from another computer-readable medium,
such as storage device 110. Execution of the sequences of
instructions contained in main memory 106 causes processor 104 to
perform the process steps described herein. In alternative
embodiments, hard-wired circuitry may be used in place of or in
combination with software instructions to implement the invention.
Thus, embodiments of the invention are not limited to any specific
combination of hardware circuitry and software.
[0041] The term "computer-readable medium" as used herein refers to
any medium that participates in providing instructions to processor
104 for execution. Such a medium may take many forms, including but
not limited to, non-volatile media, volatile media, and
transmission media. Non-volatile media includes, for example,
optical or magnetic disks, such as storage device 110. Volatile
media includes dynamic memory, such as main memory 106.
Transmission media includes coaxial cables, copper wire and fiber
optics, including the wires that comprise bus 102. Transmission
media can also take the form of acoustic or light waves, such as
those generated during radio-wave and infra-red data
communications.
[0042] Common forms of computer-readable media include, for
example, a floppy disk, a flexible disk, hard disk, magnetic tape,
or any other magnetic medium, a CD-ROM, any other optical medium,
punchcards, papertape, any other physical medium with patterns of
holes, a RAM, a PROM, and EPROM, a FLASH-EPROM, any other memory
chip or cartridge, a carrier wave as described hereinafter, or any
other medium from which a computer can read.
[0043] Various forms of computer readable media may be involved in
carrying one or more sequences of one or more instructions to
processor 104 for execution. For example, the instructions may
initially be carried on a magnetic disk of a remote computer. The
remote computer can load the instructions into its dynamic memory
and send the instructions over a telephone line using a modem. A
modem local to computer system 100 can receive the data on the
telephone line and use an infra-red transmitter to convert the data
to an infra-red signal. An infra-red detector can receive the data
carried in the infra-red signal and appropriate circuitry can place
the data on bus 102. Bus 102 carries the data to main memory 106,
from which processor 104 retrieves and executes the instructions.
The instructions received by main memory 106 may optionally be
stored on storage device 110 either before or after execution by
processor 104.
[0044] Computer system 100 also includes a communication interface
118 coupled to bus 102. Communication interface 118 provides a
two-way data communication coupling to a network link 120 that is
connected to a local network 122. For example, communication
interface 118 may be an integrated services digital network (ISDN)
card or a modem to provide a data communication connection to a
corresponding type of telephone line. As another example,
communication interface 118 may be a local area network (LAN) card
to provide a data communication connection to a compatible LAN.
Wireless links may also be implemented. In any such implementation,
communication interface 118 sends and receives electrical,
electromagnetic or optical signals that carry digital data streams
representing various types of information.
[0045] Network link 120 typically provides data communication
through one or more networks to other data devices. For example,
network link 120 may provide a connection through local network 122
to a host computer 124 or to data equipment operated by an Internet
Service Provider (ISP) 126. ISP 126 in turn provides data
communication services through the world wide packet data
communication network now commonly referred to as the "Internet"
128. Local network 122 and Internet 128 both use electrical,
electromagnetic or optical signals that carry digital data streams.
The signals through the various networks and the signals on network
link 120 and through communication interface 118, which carry the
digital data to and from computer system 100, are exemplary forms
of carrier waves transporting the information.
[0046] Computer system 100 can send messages and receive data,
including program code, through the network(s), network link 120
and communication interface 118. In the Internet example, a server
130 might transmit a requested code for an application program
through Internet 128, ISP 126, local network 122 and communication
interface 118. In accordance with the invention, one such
downloaded application provides for automating surveys over the
network system as described herein.
[0047] The received code may be executed by processor 104 as it is
received, and/or stored in storage device 110, or other
non-volatile storage for later execution. In this manner, computer
system 100 may obtain application code in the form of a carrier
wave.
[0048] Functional Overview
[0049] In accordance with the present invention, an automated
survey mechanism provides an interface that enables a client to
define, target, field, and receive results from a particular
survey. This interface typically consists of one or more individual
interfaces that are provided to the client over the network system.
In certain embodiments, the interfaces are provided using HTML page
formats and are provided to the client via the Internet or other
networks. In certain embodiments, the interface is presented to the
client via Java Script, Applets, Word processors, or other software
programs. By interacting with the interface, the client has the
ability to define a particular survey, select the target audience
for the survey, learn the price of the survey, and define other
pertinent parameters. Once completed, the survey is automatically
created and fielded to a particular group of network users (target
group or respondents) who are connected to the network system.
Results from the survey are quickly and automatically gathered as
network users (or respondents) complete the survey. The gathered
results are automatically processed, analyzed, and data and charts
that reflect the survey results are sent to the client.
[0050] FIG. 2A illustrates in block form an example of the parties
and systems involved in this context. In FIG. 2A, a client 280 is
coupled either directly or indirectly to the Internet 252. For
example, a client 280 may be connected to Internet 252 through a
local area network, an Internet Service Provider, an Online Service
Provider such as AOL, a proprietary server, or any combination
thereof. The user client 280, and the other clients referenced in
this description, are end station devices such as a personal
computer, workstation, network computer, etc. In the preferred
embodiment, the client 280 and other clients have a processor that
executes an operating system and a browser program under control of
the operating system. The browser program is an industry-standard
World Wide Web browser, such as Microsoft Internet Explorer.RTM.,
Netscape Navigator.RTM. or NCSA Mosaic.
[0051] Connected to the Internet 252 is a plurality of network user
clients 274, 276 and 278. By interfacing with network user clients
274, 276 and 278, network users can access, display and interact
with Web pages that are contained on servers that are coupled to
Internet 252.
[0052] Through Internet 318, user client 280 and network user
clients 274, 276 and 278 can connect to the survey conductor server
254. Preferably, client 280 and network user clients 274, 276 and
278 communicate with the survey conductor server 254 using
industry-standard protocols such as Transmission Control Protocol
(TCP), Internet Protocol (IP), and Hypertext Transfer Protocol
(HTTP).
[0053] The survey conductor server 254 contains a survey builder
294, a storage unit 296 and a plurality of surveys 256, 258 and
260. Survey builder 294 contains interface data that defines an
interface that can be used to create a survey. For example, if a
client requests to define a survey, the survey builder 294
automatically sends interface data over Internet 252 to cause an
interface to be displayed on the browser executing on user client
280. The client then interacts with the interface to create a
survey. The plurality of surveys 256, 258 and 260 represent surveys
that have previously been created using survey builder 294. Storage
unit 256 is used to store survey results. As network users
participate in the surveys, the results are automatically stored in
the storage unit 296.
[0054] Also coupled to Internet 252 are network severs 262, 264 and
266 each respectively storing data that defines a set of Web pages
286, 288 and 290. The Web pages 286, 288 and 290 may be defined
using a variety of methods and formats such as HTML, Java Script,
Applets, Word processors, or other software programs. Contained
within the set of Web pages 286, 288 and 290 are banners 268, 270
and 272 which may also be defined using a variety of methods and
formats. As indicated by the dashed lines, the banners 268, 270 and
272 contain hypertext links to surveys 256, 258 and 260. By
selecting a banner, a network user client is automatically provided
with a corresponding survey.
[0055] Defining a Survey
[0056] When a client requests a survey be built, the client is
provided with interface data that causes an interface to be
displayed on the client's display unit (i.e. computer monitor,
television set, etc.). Various mechanisms may be used to present
the interface to the client. For example, the client may execute a
locally-stored program that generates the interface, or a
dynamically delivered JAVA Applet that generates the interface. For
the purpose of explanation, embodiments of the invention shall be
described in which the interface is delivered to the client in the
form of one or more HTML pages. However, the present invention is
not limited to any particular mechanism for presenting the
interface to the user.
[0057] Once the client is presented with the interface, the client
may interact with the interface to perform the steps of:
[0058] (1) defining a survey
[0059] (2) identifying a target group of network users or
respondents for fielding the survey, the number of required
responses, and the timeframe for their response);
[0060] (3) calculating the price for the survey;
[0061] (4) indicating where the survey result data is to be
sent;
[0062] (5) confirming the request and entering pertinent payment
information.
[0063] FIG. 2B illustrates an example of a top-level interface page
200 in accordance with an embodiment of the present invention. As
depicted in FIG. 2B, the top-level interface contains six buttons
202, 204, 206, 208, 210, and 212. Each of the six buttons is linked
to other interfaces which can be accessed by the client to cause
the automation of a survey over the network system. For example,
selecting button 202 causes an interface to be displayed that
allows the client to enter/select questions and responses for
defining a survey; selecting button 204 causes an interface to be
displayed that allows the client to select a particular target
group or respondents for fielding the survey; selecting button 206
causes the price of the survey to be displayed to the client,
facilitating the alteration of study and pricing parameters;
selecting button 208 causes an interface to be displayed that
allows the client to enter a destination to which the results of
the survey are to be sent; selecting button 210 causes an interface
to be displayed that allows the client to enter payment information
for the automated processing of the survey as defined; and
selecting button 212 enables the user to execute a process that
"walks" clients through the interfaces so that they may easily use
the automated survey mechanism.
[0064] FIG. 3 illustrates an example of an interface 300 that is
displayed when the client selects button 202, in accordance with an
embodiment of the invention. In this example, interface 300
includes a question entry box 320 that allows a client to complete
a phrase or enter a question that is to be used in defining a
survey. Also included in interface 300 are exemplary response
buttons 302-318. The response buttons 302-318 correspond to a
particular question type that may be selected for the question that
is entered in question entry box 320.
[0065] To aid the client in developing questions (i.e., choose the
appropriate question type for the particular issue to be addressed,
etc.), the client is provided with helpful hints, guidelines, and
examples. These helpful hints and guidelines are typically provided
through the use of suggested question types that are frequently
used in the field of market research. For example, in defining the
survey the client may be provided with hints and guidelines for the
phrasing of questions to limit bias and minimize the risk of
offending network users, the proper ordering of questions to create
a logical and easy-to-answer survey, etc.
[0066] By selecting a particular question type button, the client
begins the question definition process. For example, in certain
embodiments when the client selects the question type button 308
(question type of "Agreement"), the client is presented with the
introductory phrase:
[0067] "Using the scale below, please indicate how strongly you
agree or disagree with the following statement: . . . "
[0068] The client may then enter text to complete the question as
desired. In certain embodiments, the client has the option to
overwrite the entire introductory phrase to create their own custom
question.
[0069] After the client has completed the question, they are then
presented with appropriate responses relevant to the selected
question type. For example, in selecting the response button 308
for the response type "Agreement," the client is presented with the
following default responses:
[0070] (i) Strongly Agree
[0071] (ii) Agree
[0072] (iii) Neither Agree nor Disagree
[0073] (iv) Disagree
[0074] (v) Strongly Disagree
[0075] (vi) Don't Know
[0076] In certain embodiments, the client can add, delete, or
change one or more of the default responses associated with a
particular question type as deemed appropriate by the client. For
example, the client may decide to change the response (iii) from
"Neither Agree nor Disagree" to "Neutral," or simply delete the
response (vi) "Don't Know."
[0077] In certain embodiments, clients can select the structure and
presentation of questions to network users. Box 322 enables the
client to interact with the interface to create a single question
or a "table" of questions. If the client enters a value of 1 for
"Number of Items" in box 322, a single question is created. For
example, if the client selects the question type of "Agreement" and
enters a value of 1 in box 324, the following question can be
generated.
[0078] Using the scale below, please indicate how strongly you
agree or disagree with the following statement: I enjoy sports.
[0079] Strongly Agree
[0080] Agree
[0081] Neither Agree nor Disagree
[0082] Disagree
[0083] Strongly Disagree
[0084] If the client enters a value greater than 1 in box 322, a
"table" with the specified number of items can be created and
presented to network users. For example, if the client entered a
value of 4 in box 322, the following table can produced.
1 Using the scale to the right, please indicate how strongly you
agree Neither agree or disagree with the following Strongly Agree
nor Strongly statements: I enjoy Agree Agree Disagree Disagree
Disagree Reading .largecircle. .largecircle. .largecircle.
.largecircle. .largecircle. Sleeping .largecircle. .largecircle.
.largecircle. .largecircle. .largecircle. Working .largecircle.
.largecircle. .largecircle. .largecircle. .largecircle. Exercising
.largecircle. .largecircle. .largecircle. .largecircle.
.largecircle.
[0085] Tables enable network users to efficiently review and answer
multiple items, reducing the amount of time and effort required to
complete a set of questions or survey.
[0086] By selecting the value in box 324, clients may choose the
presentation format of a question. For example, selecting a value
of "Radio Button" in box 324, the following question format is
presented to the network user.
[0087] Using the scale below, do you enjoy reading?
[0088] Yes
[0089] No
[0090] The same question is presented to network users in the
following format if the client selected box 324 to be "Drop
Down."
[0091] Using the scale below, do you enjoy reading?
2 Click Here Yes No
[0092] Enabling clients to select presentation formats makes
surveys more versatile, user-friendly, and interesting for network
users.
[0093] In certain embodiments, the client may include "branching"
in defining the survey. The inclusion of branching in the survey
allows for a different survey question to be presented based on
previous response(s). For example, FIG. 4 illustrates example
questions (402, 406, 410 and 414) that are associated with
responses (404, 408, 412 and 416) respectively. By including
branching in the survey, if in responding to question 402 a network
user taking the survey selects the response option of "I do not
read any newspapers" in response 404, then network user may next be
presented with question 410 and with response 412. However, if the
network user selects a response other than "I do not read any
newspapers" then the network user may instead be presented with
question 406 and response 408.
[0094] At any point while the client is defining the survey, the
client has the option of editing, changing, adding, deleting, or
reordering any of the previously entered questions, question types,
or responses. Reordering enables the client to alter the sequence
of questions within the survey, potentially providing a more
logical flow within the survey or improving the quality of data
provided by network users to eliminate bias or other influences
that may adversely affect the survey results.
[0095] Clients have the ability to add multiple questions, one
after the other, to define the survey. To help the client correctly
define the survey, a "View Survey" option is contained on an
interface that is provided to the client which allows the client to
view how the completed survey will appear to a network user. In
certain embodiments, the client can include graphical
representations in defining the survey. For example, to enhance the
appearance of the survey, the client may include pictures,
drawings, sound, and animations. In certain embodiments, clients
may include sound, video, or other "objects" that may engage
network users or facilitate communication and interaction with
network users.
[0096] Clients may develop and save multiple surveys. Each survey
may be identified and named by the client. The definition and
content of each survey may be maintained persistently across client
invocations or log-ins. Furthermore, existing surveys or parts of
surveys may be copied, renamed, or modified to create new
surveys-expediting the survey development process for experienced
clients.
[0097] Selecting a Target Group
[0098] Once the client is satisfied with the developed survey, a
target group of network users must be selected for fielding the
survey. In one embodiment, to aid the client in selecting the
appropriate target group, the client is provided with a list of
predefined target or network user groups. For example, a list of
predefined target groups may include:
[0099] (i) children between the ages of 13 and 16
[0100] (ii) bicyclists
[0101] (iii) women who are pregnant
[0102] (iv) men over 45
[0103] (v) people who own computers
[0104] In addition to the above examples, demographic, lifestyle,
behavioral, and interest groups are provided to clients for
selection and survey targeting. Clients may also define their own
target group or select a representative sample from a myriad of
populations.
[0105] For the survey to be fielded, the client must specify the
number of completed surveys they require (i.e. the number of
network users who complete the survey) and the timeframe for
obtaining those completed surveys. In certain embodiments, the
client is provided with a default or suggested number of completed
surveys and timeframes. In one embodiment, the default or suggested
number of completed surveys is based on the number of completed
surveys that is typically requested or required in the field of
market research.
[0106] In certain embodiments, the client is able to define a
particular duration that the survey is to be "in the field." For
example, the client may specify that the survey is to be fielded
for two weeks. In another embodiment, the client may use a
combination of completed surveys and duration to define how long
the survey is to field. For example, the client may request that
the survey field for six months or until 10,000 responses are
received.
[0107] As described in detail below, the number of completed
surveys requested and/or the duration that the survey is required
to field (among other factors), will typically affect the price of
the survey.
[0108] Providing Survey Result Data to the Client
[0109] When a survey is fielded to a particular target group, the
results are gathered, processed, and analyzed to generate survey
data that reflects the survey results. To enable the delivery of
the survey data, the interface allows the client to specify an
address for receiving the survey data. Using the specified address,
the survey data may be provided to the client in a variety of
formats. For example, in certain embodiments the survey data is
provided to the client as a comma separated value file (CSVF) that
is attached to an e-mail message and sent over the network system
to the specified email addressee. In another embodiment, the survey
results are provided to the client in spreadsheet formats that
include automated data processing, analyzing, and charting scripts,
software, or computer instructions.
[0110] In addition to delivering results, in certain embodiments,
the client is provided with or allowed to access real-time results
(i.e. information about the completed surveys received thus far).
In one embodiment, real-time survey data is posted on a site
connected to the network system that is accessible by the
client.
[0111] Pricing Information
[0112] Prior to launching a survey, the client is presented with an
interface indicating a price for fielding the survey and performing
the requested service. Should the price be unacceptable, the client
has the ability to iteratively alter the parameters of the survey
to obtain an acceptable price. For example, FIG. 5 illustrates
sample interface 500 that may be presented to a client. In this
example, interface 500 contains a survey price field 502 which
indicates the price of the survey as currently defined. Interface
500 also contains a change question button 504, a change target
button 506, a change complete button 508 and a survey wizard button
510. By selecting the change button 504, the client is presented
with an interface that allows them to add, delete and modify
questions that are used in defining the survey. Selecting the
change button 506 provides the client with an interface that allows
them to change or modify the target group that has been associated
with the survey. Selecting the change complete button 508 provides
the client with an interface that allows them to change the number
of completed surveys previously requested by the client. Selecting
the survey wizard button 510 provides the client with a guided,
step-by-step sequence that can be used to create a survey.
[0113] Payment Information
[0114] As previously stated, the interface provides the client with
the ability to securely enter payment information. Once the client
defines the survey, selects a target group and determines the
number of completed surveys and/or a duration for fielding the
survey, a survey price is calculated and provided to the client
through the interface.
[0115] Once a client accepts the price of the survey, the client
selects a "pay for survey" button and enters pertinent payment
information. For example, when a client chooses to proceed with the
survey, an interface is provided to the client allowing the client
to select a particular form of payment (i.e. credit card, debt
card, etc.). In certain embodiments, a client is allowed to enter a
customer account number that corresponds to an account or credit
line that was previously established.
[0116] Screening Requested Surveys
[0117] Prior to launching a survey, the automatic survey mechanism
has the ability to review and screen surveys to ensure their
appropriateness for fielding to network users. In certain
embodiments, an automated review of the survey is conducted by
comparing components of the survey with a database of prohibited
words, phrases, pictures, sounds, or themes. In one embodiment,
surveys are automatically provided to an individual who is
responsible for reviewing the appropriateness of the survey
contents. Once a survey is approved, banners are launched and the
survey is fielded.
[0118] Generating the Survey
[0119] After a client selects the pay button, enters valid payment
information, and agrees to the terms and conditions associated with
using the automatic survey mechanism, the automated survey
mechanism determines the particular location (controlled by the
automated survey system) where the survey will reside on the
network. The automated survey mechanism then generates a survey
based on the information (survey definition) supplied by the client
and places it at the identified location. In certain embodiments,
the generated survey consists of one or more HTML pages that are
accessible over the Internet or Intranets to network users wanting
to take the survey.
[0120] In addition to generating and storing the survey, the
automated survey mechanism generates response validation rules that
are automatically enforced. These rules provide a mechanism for
validating the responses from network users input as they
participate in a survey. In certain embodiments, the response
validation rules are linked to the survey to ensure the data
provided by a network user is logically valid and consistent with
questions in the survey. The response validation rules can be used
to increase the quality of the survey data that is provided to the
client. In certain embodiments, errors or logical inconsistencies
that are identified are reported to the network user thus enabling
them to take correct action (i.e. enter valid information).
[0121] Additionally, the automated survey mechanism identifies and
designates a specific storage unit for storing survey results. A
storage unit is linked to each survey and is used to automatically
capture survey results from network users who participate in the
survey. In certain embodiments a unique storage unit is used to
store the results for a particular survey. For example, when a
survey is generated, a unique storage unit is identified and
attached to the survey such that the results from a network user
completing the survey are automatically stored into the unique
storage unit. In certain embodiments, the storage unit is a
database that can be used to store the survey results that were
generated by participating network users.
[0122] Fielding the Survey and Launching a Banner
[0123] To attract network users of the desired target group to
participate in the survey, the automated survey mechanism causes a
banner or other recruitment device to be placed, launched, or made
available for viewing on a one or more sites on the network system.
In certain embodiments, the particular sites for viewing a banner
associated with a particular survey are selected based on the
target group information that was previously supplied by the
client. For example, if the client specified that the target group
for a particular survey would be kids 13-18 years of age, then
sites associated with this target group are selected as banner
locations for the particular survey.
[0124] In one embodiment, the automated survey mechanism maintains
a static mapping between banner locations and targeted groups. The
automated survey mechanism uses this static mapping to identify one
or more locations for launching a banner on the network system. For
example, a static mapping may exist between a target group of kids
13-18 years of age and specific portions of the Yahoo! site or
other "kid-related" locations. Based on this static mapping, those
specific portions of the Yahoo! site may be selected as banner
locations for a survey targeted for kids 13-18 years of age.
[0125] In certain embodiments, a dynamic mapping between target
groups and network users is performed by (1) acquiring data that
identifies a network user (i.e., name, social security number,
etc.), (2) locating within an information repository or database
prior information that was obtain about the network user, (3)
determining a target group to which the network user belongs based
on the information in the repository, and (4) delivering to the
network user a Web page that has a banner for a survey targeted to
a group to which the network user belongs.
[0126] For example, when a network user requests a Web page, the
request may contain data (e.g. from a cookie) that identifies the
user as John Smith. The host or a process that is linked to the Web
page may respond by searching a database for previously gathered
information about John Smith. Assume that the database contains
information indicating that John Smith is male and 47 years old.
Based on this information, it is determined that John Smith falls
into the target group of a survey for men over the age of 45.
Therefore, a banner for that particular survey is placed in the Web
page that is returned to John Smith in response to his request.
[0127] Banners can either be statically or dynamically created. In
one embodiment, the automatic survey mechanism dynamically creates
a particular banner using the target group information that was
supplied by the client while defining the survey. The automated
survey mechanism then requests the owner of the identified site(s)
to launch the dynamically created banner.
[0128] In one embodiment, the automated survey mechanism causes a
static or predefined banner to be launched at the identified
site(s). The static or predefined banner may be maintained by
either the site owner(s) or by the automatic survey mechanism. In
other embodiments, banners are launched by sending a message to the
owner or representative of the identified site(s), requesting that
a banner be launched.
[0129] Each banner that is launched contains a reference (e.g.
hypertext link) to a corresponding survey. Thus, by selecting a
particular banner, network users are automatically presented with a
corresponding survey. For example, by selecting a particular
banner, a network user may be presented with the sample survey as
previously described in FIG. 4.
[0130] In certain embodiments, network users are requested to enter
information about themselves (i.e., age, occupation, etc.) within
the banner or recruiting document itself. Using this information, a
survey is dynamically identified and presented to the network user.
By dynamically identifying a particular survey based on the
attributes of a network user, an appropriate survey can be
presented to the network user, thus potentially increasing the
efficiency of the overall system. For example, if a network user
"Tom" selects a particular banner, Tom is prompted to enter certain
information about himself (i.e. age and gender). If Tom enters an
age of 25 and a gender of male, he is requested to complete a
survey that requires males that are 25 or older.
[0131] In certain embodiments, banners for a survey that correspond
to a specific target group are placed on a general-purpose site
(i.e. Yahoo!, AOL, Excite, USA Today, etc.). These banners contain
information that specifies the desired target group of network
users that are requested to complete the survey. (e.g. "if you are
a male over 45, click here")
[0132] In certain embodiments, the banner contains information that
attempts to attract users of the network system to participate in
the survey. For example, a particular banner may state that by
participating in the survey, network users are automatically
entered into a drawing or sweepstakes for a vacation to Hawaii.
Similarly, the banner may also state that network users who
complete the survey may receive cash or other forms of
incentives.
[0133] To reward a network user for completing a survey, the
network user may be required to enter certain pertinent information
(participant information). For example, if a banner offers Internet
account credits for completing a survey, the network user may be
required to provide their Internet account number so that they may
be credited for participating in the survey.
[0134] Because meaningful survey results typically require opinions
from a non-biased population, the automatic survey mechanism
attempts to prohibit network users from participating in a
particular survey multiple times. In one embodiment, the automatic
survey mechanism uses cookie information to identify computers that
were previously used to complete a particular survey. For example,
when a network user completes a survey, cookie information is
stored on the computer that identifies the computer as one that has
previously been used to participate in the particular survey.
Thereafter, when a network user attempts to participate in a
particular survey using the same computer, the network user is
denied access to the survey. In an alternative embodiment, the
automatic survey mechanism maintains previously entered participant
information that can be used to identify network users who have
previously completed a particular survey.
[0135] After the required number of completed surveys is obtained,
or the duration for fielding the survey has expired, access to the
survey is disabled. The owners of the sites where the corresponding
banner was launched are notified that the banner should be removed.
Upon receiving the notice, the owner removes the banner from the
site or prevents the banner from being displayed, thus eliminating
access to the survey by network users.
[0136] Gathering and Analyzing Survey Results
[0137] After a banner is launched, network users may click on the
banner to participate in the survey. When a network user completes
a survey, the results are automatically sent over the network
system where they are validated and stored in a corresponding
storage unit (e.g. database) using the validation and insertion
commands that are attached to the survey.
[0138] After each response for a particular survey is inserted into
the appropriate database, a counter for that particular survey is
incremented. If the counter for the survey equals the number of
responses requested by the client, the owner of the site on which
the banner was launched is notified that the banner should be
removed. The results are then processed and analyzed to generate
survey data and charts reflecting the gathered survey results.
Processing and analysis of the collected data may include, for
example, the extraction of the survey data from the database and
the creation of cross-tabulations and graphical charts. Once the
processing is complete, the survey data is sent to the address that
was previously specified by the client while defining the
survey.
[0139] In certain embodiments, survey results are analyzed on a
periodic basis to generate real-time survey data. For example, in
one embodiment, the automated survey mechanism generates real-time
survey data by causing the survey results for a particular survey
to be analyzed on a daily basis. The real-time survey data is then
posted at a particular site on the network that can be accessed by
the client. This allows the client to obtain survey data while the
survey is still being fielded to users of the network system.
[0140] The Automated Survey Process
[0141] FIG. 6 illustrates a flow diagram for automating a survey
over a network in accordance with an embodiment of the invention.
At step 602, an automatic survey system generates interface data
that defines an interface. The automatic survey system then causes
the interface to be displayed on a client's display unit. At step
604, the client interacts with the interface to define a survey. By
interacting with the interface, the client can define questions,
select responses, edit, reorder, and view the survey.
[0142] At step 606, the client selects a target group of network
users who are to take and complete the survey. During this step,
the client also specifies the number of desired completed surveys
and/or the duration the survey is to field. At step 608, the client
interacts with the interface to identify the price of the survey
based upon the parameters provided by the client in previous steps.
At step 608, the client has the capability of returning to steps
602 through 606 to modify the requested survey parameters to
produce a survey price that is acceptable to the client.
[0143] At step 610, the client uses the interface to provide an
address to define where the survey results are to be delivered. At
step 612, the client uses the interface to securely provide billing
information and to provide final approval to proceed with survey
fielding.
[0144] At step 614, the survey created by the client is reviewed
and screened for propriety. At step 616, the automated survey
system generates a survey based on the parameters and data provided
by the client. At this step, response validation rules and
insertion commands are created and attached to the survey. At step
618, an information repository such as a database is created to
store survey results from network users.
[0145] At step 620, quotas or the number of completed surveys
requested by the client are attached to the database. The automatic
survey mechanism then fields the survey by causing one or more
banners to be launched, activated, or displayed on one or more
sites on the network system.
[0146] At step 622, survey responses from network users
participating in the survey are captured and inserted into the
information repository or storage unit. At step 624, compensation
or incentives are managed for network users who complete the
survey.
[0147] At step 626, the banners are removed from the sites on the
network system once the number of desired completed surveys has
been achieved. At this step, the automatic survey system sends
messages to all appropriate sites indicating the banner should no
longer be displayed.
[0148] At step 628, the survey results provided by network users
are extracted from the storage device. At step 630, the extracted
survey results are processed, analyzed, and formatted using common
file formats. At step 632, graphical representations of the survey
results are generated and inserted into the survey data file.
[0149] At step 634, the file containing the results of the survey
are sent to the address that was previously provided by the client.
At step 636, a receipt confirmation is received from the client
indicating the file containing the survey results has been
received.
[0150] In the foregoing specification, the invention has been
described with reference to specific embodiments thereof. It will,
however, be evident that various modifications and changes may be
made thereto without departing from the broader spirit and scope of
the invention. The specification and drawings are, accordingly, to
be regarded in an illustrative rather than a restrictive sense.
* * * * *