[Type text]

MARKET XCEL DATA MATRIX PVT. LTD.

Response to ESOMAR’s
“26 Questions to Help
Research Buyers of
Online Samples”

December 2008

16, LGF, SANT NAGAR, EAST OF KAILASH, NEW DELHI, INDIA

 Company Profile
Market Xcel Data Matrix Pvt. Ltd. is a boutique technological background? Are the samples solely
market research firm that provides custom provided for third party research, or does the
market research solutions to the clients. The company also conduct proprietary work using their
strong background of the leadership team and panels?
the employees allow us to deliver very high
MXDMPL Response:
quality service. At the same time the smaller size
The company was established in the year 2000,
of our firm, translates into lower overheads,
as a Data Collection agency. On completion of its
allowing us to provide the cost competitiveness
fourth financial year the company transformed &
that cannot be had from the large market
up scaled from being a partnership firm to a Pvt.
research giants.
Ltd. Company, thus offering end to end research
projects.
Mission
Our mission is to become an entity offering a
In the subsequent seven years, we have grown
holistic marketing research service of any
into a leading Research company with our offices
magnitude across region.
in Mumbai, Delhi, Bangalore & Kolkata and a
network of field offices in 10 cities across the
Vision
country. The current workforce strength of
We wish to create a niche for ourselves where we
Market Xcel stands at 59, as against 4 in the year
grow into a leading provider of outsourced
2000.
market research company.
In the year 2008, MXDMPL opened their first
Keys to Success
international office in Cambridge, UK. In addition,
We focus on balancing three basic metrics for any
MXDMPL partnered with InfoBRIDGE Asia to
project
constitute research online panel for India.
Quality -- On-Time -- Delivery Price
The panellists of Xcel-Online Surveys are active
With growing internet usage in India, MXDMPL
internet users and are majorly recruited online in
envisaged online research in India a potentially
addition to in-person approach and that too
big opportunity to reach people and get their
through intercept surveys at cyber/internet cafes
opinions and thoughts on products & services of
across the country.
manufacturers and service provider.
The Xcel-Online Surveys team works to ensure
Xcel-Online Surveys is an MXDMPL effort of
that this panel is nationally representative as per
creating this nationally representative online
the 2001 census as well as representative of the
research panel to continue catering its existing
online population.
valuable client base and create further
opportunities for them to explore this medium of
research in the coming time keeping our three
basic metrics intact.

1. What experience does your company have

with providing online samples for market
research?

ESOMAR Context:
This answer might help you to form an opinion
about the relevant experience of the sample
provider. How long has the sample provider been
providing this service and do they have for example
a market research, direct marketing or more

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 2

 Sample Source
 Panellists who are active on the internet
2. Please describe and explain the types of  Representative sample
source(s) for the online sample that you  First online research panel provider in
provide (are these databases, actively managed India to own highly profiled sub-panels
panels, direct marketing lists, web intercept to make sure targeted sample is being
sampling, river sampling or other)? used. The sub-panels include:
o Personal – Personal information
ESOMAR Context: of the respondent
The description of the type of source a provider o Employment – Information on
uses for delivering an online sample might provide the place where panellist works
insight into the quality of the sample. An actively and the role
managed panel is one which contains only active o Information Technology – From
panel members - see question 11. Note that not all the employment sub-panel we
online samples are based on online access panels. have created this niche segment
which can be sent highly
MXDMPL Response: targeted information technology
Xcel-Online Surveys is an actively managed related surveys
panel. Panellists are recruited through web o Household Technology – Client
intercept sampling by using banners, key words can drill down to up to 26
etc. In addition, e-mail lists from companies product categories with brand
providing e-mail services are used to send out ownership targeting or
viral marketing campaigns. Also, panellists are intention to purchase. This also
recruited through social networking sites. includes the internet & phone
using habits
With 287 million mobile subscribers in India o Personal Finance – Looks into
(http://www.trai.gov.in/trai/upload/PressRelea the awareness of products,
ses/604/pr7oct08no80.pdf; section A, brands and portfolio of
subsection iii), Xcel-Online Surveys has devised a investments
new way to ensure that the same panellist do not o Automotive – Tracks 4 (four)
register multiple times even by using different e- categories of vehicles: Geared
mail ids. During registration, we ask for their Scooter, Motor Cycle, Gearless
phone numbers and the person is not allowed to Scooter and Car on current
register if the phone number already exists with usage in household and future
Xcel-Online Surveys. intentions to buy car(s)
o Ailment – Panellists or
3. What do you consider to be the primary household members suffering
advantage of your sample over other sample from specific ailments can be
sources in the marketplace? targeted specifically

4. If the sample source is a panel or database, is

ESOMAR Context:
the panel or database used solely for market
The answer to this question may simplify the
research? If not, please explain.
comparison of online sample providers in the
market.
ESOMAR Context:
Combining panellists for different types of usage
MXDMPL Response:
Xcel-Online Surveys provides its client with the (like direct marketing) might cause survey effects.
following advantages:
MXDMPL Response:

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 3

 This online research panel is solely used for
market research purposes. This panel is never
used for direct marketing purposes.
5. How do you source groups that may be hard-
to-reach on the internet?
ESOMAR Context:
The inclusion of hard-to-reach groups on the
internet (like ethnic minority groups, young people,
seniors etc.) might improve the quality of the
sample provided.
MXDMPL Response:
Xcel-Online Surveys recruit these hard to reach
groups through in-person cyber/internet café
method as mentioned in point 1.
otherwise. If data is being collected
and/or maintained by any company
other than Xcel-Online Surveys -- or its
parent company Market Xcel Data Matrix
Pvt. Ltd., panellists will be notified prior
to the time of the data collection or
transfer.
 Panellists are duly given chance of
unsubscribing if they are not willing to
continue. All our invitations are Can-
Spam compliant and include an
‘unsubscribe’ link/e-mail id and the
physical address.

6. What are people told when they are recruited?

ESOMAR Context:
The type of rewards and proposition could
influence the type of people who agree to answer a
questionnaire or join a specific panel and can
therefore influence sample quality.

MXDMPL Response:
Xcel-Online Surveys primary objective from the
beginning has been that people should be able to
“voice” their opinions and thoughts on products
& services of manufacturers and service
providers.

Towards achieving this goal, first and foremost,

Xcel-Online Surveys keep the promise they make
with their panellists at the time of recruitment
and further throughout their membership as
described in the privacy policy of panellists:

 Xcel-Online Surveys will never try to sell

you anything. We operate under the
standards set by MRSI – Market
Research Society of India
 When panellists are on Xcel-Online
Surveys and are asked for personal
information, they are sharing that
information with Xcel-Online Surveys
alone, unless it is specifically stated

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 4

 Panel Recruitment
7. If the sample comes from a panel, what is your
annual panel turnover/ attrition/ retention rate
and how is it calculated?
ESOMAR Context:
The panel attrition rate may be an indicator of
panellists’ satisfaction and (therefore) panel
management, but a high turnover could also be a
result of placing surveys which are too long with
poor question design. The method of calculation is
important because it can have a significant impact
on the rate quoted.
MXDMPL Response:
Xcel-Online Surveys is comparatively very new
panel (panel acquisition started in Nov 2008
through online methods and April 2008 through
in-person methods), thus providing attrition rate
is not possible.
As per the policy, currently, panellists are
permitted to miss 5-7 consecutive surveys
without loss of panel membership.
Attrition rate at Xcel-Online Surveys will be
calculated as the percentage of inactive panellists
(unsubscribed or removed panellists) divided by
total panellists.
8. Please describe the opt-in process.
ESOMAR Context:
The opt-in process might indicate the respondents’
relationship with the panel provider. The market
generally makes a distinction between single and
double opt-in. Double opt-in describes the process
by which a check is made to confirm that the
person joining the panel wishes to be a member
and understands what to expect.
MXDMPL Response:
Xcel-Online Surveys serves a dual opt-in process
to its panellists. Once the respondent registers
with Xcel-Online Surveys, they are sent an e-mail
to confirm their willingness to join the panel and
an SMS on their mobile phone. The SMS provides
them with an activation code and the same can
be inserted as soon as they send their
ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd.
registration request. In this scenario, the
respondent doesn’t have to wait and log-in to the
e-mail service at that very moment.
9. Do you have a confirmation of identity
procedure? Do you have procedures to detect
fraudulent respondents at the time of
registration with the panel? If so, please
describe.
ESOMAR Context:
Confirmation of identity might increase quality by
decreasing multiple entries, fraudulent panellists,
etc.
MXDMPL Response:
Xcel-Online Surveys has standard quality
practices which begin when panellists join the
panel. Panellists are added to the panel only if
they meet these quality checks:
 E-mail de-duplication with the existing
panel
 Unique username de-duplication with the
existing panel
 Unique mobile phone number de-
duplication with the existing panel
 Double opt-in process using either of the
two available sources: e-mail or SMS
 Security code (Captcha) at registration to
prevent fraudulent/automated registration
to the panel
10. What profile data is kept on panel members?
For how many members is this data collected
and how often is this data updated?
ESOMAR Context:
Extended and up-to-date profile data increases the
effectiveness of low incidence sampling and
reduces pre-screening of panellists.
MXDMPL Response:
At a minimum Xcel-Online Surveys keep the
following data about panellists:
 Name
 Gender
5
  Age/Date of Birth  They have opted-in and completed their
 State basic profile
 E-mail  They have not unsubscribed
 Mobile Number  They have completed at least one survey
 Education in past 6 months
 Working Status  They have not been identified as
 Occupation gamers/providing suspect responses
 Annual Household Income
 Kids in the household All panellists are asked to provide updated
demographic details on an annual basis. Active
Additional information on panellists (e.g. panellists are also encouraged to upgrade their
finances, automobiles, shopping, technology contact information.
owned etc) is collected right after the
recruitment.

11. What is the size and/or the capacity of the

panel, based on active panel members on a
given date? Can you provide an overview of
active panellists by type of source?

ESOMAR Context:
The size of the panel might give an indication of the
capacity of a panel. In general terms, a panel’s
capacity is a function of the availability of specific
target groups and the actual completion rate. There
is no agreed definition of an active panel member,
so it is important to establish how this is defined. It
is likely that the new ISO for access panels which is
being discussed will propose that an active panel
member is defined as a member that has
participated in at least one survey, or updated
his/her profile data, or registered to join the panel,
within the last 12 months. The type and number of
sources might be an indicator of source effects and
source effects might influence the data quality. For
example, if the sample is sourced from a loyalty
programme (travel, shopping, etc.) respondents
may be unrepresentatively high users of certain
services or products.

MXDMPL Response:
Xcel-Online Surveys count an active panel by
looking at the opt-in status, participation level
and survey quality.

Panellists are considered active based on the

following criteria:

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 6

 Panel & Sample Management
12. Please describe your sampling process
including your exclusion procedures if
applicable. Can samples be deployed as
batches/replicates, by time zones, geography,
etc? If so, how is this controlled?
ESOMAR Context:
The sampling processes for the sample sources
used are a main factor in sample provision. A
systematic approach based on market research
fundamentals may increase sample quality.
MXDMPL Response:
The sampling process used by Xcel-Online
Surveys:
 Allows user-friendly sample definition of
multi-dimensional target matrices
 Manages frequency of contact with panel
members or customers
 Allows selection (include or exclude or
both) based on activity in previous
surveys
 Helps optimise sample construction that
take into account the recorded response
history, and help to balance complex and
difficult-to-achieve samples
 Helps calculating the estimated hit rate
from its accumulated contact history. On
a busy panel this will maximise available
sample for other ongoing research
projects
 Helps deploying sample in required
balanced batches and sample for top-up
batches can be replicated
13. Explain how people are invited to take part in a
survey. What does a typical invitation look like?
ESOMAR Context:
Survey results can sometimes be influenced by the
wording used in subject lines or in the body of an
invitation.
MXDMPL Response:
Each potential respondent is e-mailed an
invitation to participate in the research based on
ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd.
the panel response rate and incidence rate. This
survey invitation includes:
 Non-descriptive subject line like ‘Survey
Invitation from Xcel-Online Surveys’ or
‘A new survey opportunity from Xcel-
Online Surveys’
 Estimated Length of the survey, survey
identification number
 Member Support e-mail address
 Opt-out information: Unsubscribe link
 Link to Privacy policy
14. Please describe the nature of your incentive
system(s). How does this vary by length of
interview, respondent characteristics, or other
factors you may consider?
ESOMAR Context:
The reward or incentive system might impact on
the reasons why people participate in a specific
panel and these effects can cause bias to the
sample.
MXDMPL Response:
Xcel-Online Surveys incentivized panel members
based on the survey topic, its length and
complexity.
We use a point system. Points are allocated based
on the survey length. Accumulated points can be
exchanged on dedicated member’s area for
vouchers, gift coupons and cash.
Apart from survey rewards, panellists also
benefit from:
 Fortnightly draw on registration with
Xcel-Online Surveys: Five (5) randomly
selected winners are awarded during
every fortnight
 Bumper monthly draw on registration
with Xcel-Online Surveys: One (1)
randomly selected winner is awarded
 Weekly poll draws: Members are invited
to take weekly polls of very short length
and one (1) winner is selected every
week through draw of lots
7
 15. How often are individual members contacted
for online surveys within a given time
period? Do you keep data on panellist
participation history and are limits placed on
the frequency that members are contacted
and asked to participate in a survey?

ESOMAR Context:
Frequency of survey participation might increase
conditioning effects whereas a controlled survey
load environment can lead to higher data quality

MXDMPL Response:
Our sampling application allows us to keep the
survey history of a panellist including the survey
identification number and the date, in addition to
the response flag – complete, terminate, quota
full.

Through our sampling application we can control

the frequency of invitations sent to a panellists
and thus, we can ensure that the panellist is not
sent more than 1 survey in a week currently.

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 8

 Policies & Compliance
16. Is there a Private Policy in place? If so, what
does it state? Is the panel compliant with all
regional, national, and local laws with respect
to privacy, data collection and children? What
research industry standards are complied with?
ESOMAR Context:
Not complying with local and international privacy
laws might mean the sample provider is operating
illegally.
MXDMPL Response:
At the time of registration, potential panellists
can view our privacy policy for members. In
addition, all our invitations include a link to the
privacy policy and remind panellists that Xcel-
Online Surveys is bound by market research code
of conduct to maintain and preserve the
anonymity of members.
Our privacy policy for panellists is available at:
http://www.xcel-
onlinesurveys.com/index.php?ID=privacy-
policy.php
Market Xcel Data Matrix Pvt. Ltd. is affiliated with
MRSI (Market Research Society of India) and
other international societies like ESOMAR,
CASRO and AIMRI.
17. What data protection/security measures do
you have in place?
ESOMAR Context:
The sample provider usually stores sensitive and
confidential information on panellist and clients in
databases. These need to be properly secured and
backed-up, as does any confidential information
provided by the client.
MXDMPL Response:
Xcel-Online Surveys take number of steps to
ensure security of data about our panellists or
our survey results:
 Only panel management and IT staff with a
need to know have access to personally
identifying information
ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd.
 Access to backed-up data is restricted to
authorized senior IT personnel only
 We enforce a strict password policy and
leverage strong passwords to ensure that
the data and back-ups are secure
18. Do you apply a quality management system?
Please describe it.
ESOMAR Context:
A quality management system is a system by which
processes in a company are described and
employees are accountable. The system should be
based on continuous improvement. Certification of
these processes can be independently done by
auditing organizations, based for instance, in ISO
norms.
MXDMPL Response:
Yes, we do. All MXDMPL employees are trained to
follow a detailed workflow process due to a focus
on continual improvement. Checks and balances
are in place to ensure smooth survey fielding and
data reporting
19. Do you conduct online surveys with children
and young people? If so, please describe the
process for obtaining permission.
ESOMAR Context:
The ICC/ESOMAR International Code required
special permissions for interviewing children.
MXDMPL Response:
Only Indian residents of age 13 or older can
become panellists with Xcel-Online Surveys. We
generally send invite to a person who has a child
aged 13 or less and requests them to have his or
her child who is under 13 years answer the
survey. We take all steps to ensure that consent
is taken from parents for this by sending an e-
mail to them on their password protected e-mail
id registered with us.
9
 Partnerships & Multiple
Panel Relationships
20. Do you supplement your samples with samples Every panellist is regularly screened for data
from other providers? How do you select these quality and those failing our standards are
partners? Is it your policy to notify a client in removed from the panel.
advance when using a third party provider? Do
you de-duplicate the sample when using a third
party provider?

ESOMAR Context:
Many providers work with third parties. This means
that the quality of the sample is also dependent on
the quality of the sample providers that the buyer
did not select. Transparency is a key issue in this
situation. Overlap between different panel
providers can be significant in some cases and de-
duplication removes this source of error, and
frustration for respondents.

MXDMPL Response:
Xcel-Online Surveys currently doesn’t work with
any third party sample providers to cater to our
client needs.

21. Do you have a policy regarding multi-panel

membership? What efforts do you undertake
to ensure that survey results are unbiased
given that some individuals belong to multiple
panels?

ESOMAR Context:
It is not that uncommon for a panellist to be a
member of more than one panel nowadays. These
effects of multi-panel membership by country,
survey topic, etc., are not yet fully known. Proactive
and clear policies on how any potential negative
effects are minimized by recruitment, sampling,
and weighting practices are important.

MXDMPL Response:
In order to ensure maximum representativeness,
Xcel-Online Surveys does not remove potential
respondents from the pool based on ‘assumed’
membership in other panels.

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 10

 Data Quality & Validation
22. What are the likely survey start rates, drop-out
and participation rates in connection with a
provided sample? How are these computed?
ESOMAR Context:
Panel response might be function of factors like
invitation frequency, panel management (cleaning)
policies, incentive system and so on. Although not a
quality measure by itself these rates can provide an
indication of the way a panel is managed. A high
start rate might indicate a strong relationship
between the panel member the panel. A high drop-
out rate might be a result of poor questionnaire
design, questionnaire length, survey topic or
incentive scheme as well as an effect of panel
management. The new ISO for access panels will
likely propose that participation rate is defined as
the number of panel members who have provided
a usable response divided by the total number of
initial personal invitations requesting members to
participate.
MXDMPL Response:
The response rate can be affected by a number of
factors like:
 Length of the survey field period
 Length of the survey
 Salience of the survey topic
 The use and amount of respondent
incentives
 The demographic composition of the
targeted population
 The credibility of the study sponsor (if
permission is obtained to provide the
sponsor name to the panellists)
We have designed our panel to consistently
achieve a response rate of about 30-40% and
completion rates of about 65-75%
Response rate is defined as the percentage of
those starting the survey (completes, terminates,
drop-outs) from the entire sample outgo.
Completion rate is defined as the percentage of
those completing the survey from the ones who
started the survey.
ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd.
23. Do you maintain individual level data such as
recent participation history, date of entry,
source, etc, on your panellists? Are you able to
supply your client with a per job analysis of
such individual level data?
ESOMAR Context:
This type of data per respondent increases the
possibility of analysis for data quality, as described
in ESOMAR’s Guideline on Access Panels.
MXDMPL Response:
Xcel-Online Surveys keep the following history
for the panel members:
 Date of entry in the panel and the source
 Survey identification number and the
name of the survey
 Date of each survey sent
 Avg. length of each survey sent
 Completed/Screened/Over-quota status
for each survey sent
 Date and time of each survey started
 Date and time of each survey completed
24. Do you use data quality analysis and validation
techniques to identify inattentive and
fraudulent respondents? If yes, what
techniques are used and at what point in the
process are they applied?
ESOMAR Context:
When the sample provider is also hosting the online
survey, preliminary data quality analysis and
validation is usually preferable.
MXDMPL Response:
Xcel-Online Surveys have drawn robust
measures to ensure that the data quality remains
superior. These measures are as under:
 Check the interview data to see if there
are any straight-liners. Such responses
are removed during end-analysis
 Check the time taken by the member to
complete a survey. If its inadvertently
11
 lower than the average time, the
response is removed from the data set
 Use ‘trap’ questions in consultation with
the client to make sure the respondent
remains attentive to what is being asked
during the survey
 Checking open-ended responses to make
sure the responses are apt to the
question
25. Do you measure respondent satisfaction?
ESOMAR Context:
Respondent satisfaction may be an indicator of
willingness to take future surveys. Respondent
reactions to your survey from self-reported
feedback or from analysis of suspend points might
be very valuable to help understand the survey
results.
MXDMPL Response:
Xcel-Online Surveys provide a full fieldwork
report that includes:
 Date of research launch
 Date of research completion (separately
for fieldwork, analysis & reporting)
 Outgo sample size
 Incidence rate
 Response rate & completion rate
 Details on average survey length
 Other reports as requested
We also offer clients to give feedback on the
services received through a client satisfaction
survey.

MXDMPL Response:
Since Xcel-Online Surveys is not a very old panel
community, we currently do not have any
respondent satisfaction criteria in place.

As per internal policies, Xcel-Online Surveys

intend to start with the following respondent
satisfaction surveys:

 Short Surveys: 4-5 question survey to be

sent out quarterly to a small sample to
measure satisfaction
 Intermediate Surveys: 8-10 question
survey to be sent out bi-annually to
measure satisfaction
 Normal Survey: 15-20 minute survey to
be sent out to majority of panel to seek
satisfaction

26. What information do you provide to debrief

your client after the project has finished?

ESOMAR Context:
One might expect a full sample provider debrief
report, including gross sample, start rate,
participation rate, drop-out rate, the invitation text,
a description of the fieldwork process, and so on.

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 12

 Contact Us

Aakash Bhasin Corporate: www.market-xcel.com

Head – Online Research General Enquiry:
aakash@market-xcel.com info@market-xcel.com
+91 – 11 – 42343504

R Vishal Oberoi India Online Research Panel:

Director – Client Services www.xcel-onlinesurveys.com
vishal@market-xcel.com
+ 91 – 11 – 42343501

ESOMAR’s 26 Questions © Market Xcel Data Matrix Pvt. Ltd. 13