Online Reporting of Research Results

by Sara Farbry

As we progress toward a "paperless society" and the number of people accessing the Internet continues to grow, the need to retrieve important, sometimes confidential, information online seems inevitable. Privacy, as recent Rockbridge research has shown, is of great concern to the online consumer. Likewise, the security and confidentiality of market research already collected is an important consideration for the clients of Rockbridge. Consequently, Rockbridge has developed a system that enables multiple users – following appropriate screening measures – to access a variety of detailed reports that reflect the current views and opinions of their customers. 

User Capabilities and Advantages

Online reporting serves as a means of disseminating current information in an efficient, timely manner.  The user can easily access the reports at any time of the day and from any location that has Internet access.

After data is collected, reports are created using a statistical software package.  Within minutes, the reports are posted to a secure, user-friendly web site.  The reports can be viewed using a variety of web browsers.  After going to the predetermined site, the user logs on to the site using a unique password that prevents unauthorized people from viewing the sensitive information.  After logging on, a "Confidentiality" agreement may appear which must be accepted if the user is to view the reports.  The user then has the ability to look at an array of different reports, restricted by level of access. If desired, the reports may be printed for future reference.

These reports convey information from simple means to complex, multifaceted indices.  Data can also be conveyed in a single report with multiple time periods (for example, a six-month rolling average or a fiscal year-to-date average).  Reports can be updated weekly, monthly, or annually as needed.

Another special feature that may be desired by users is the system's ability to e-mail users their passwords if they have been forgotten.  In this instance, users simply click on a link and are then prompted to type in their names.  The system  then sends the users their password in a timely manner.  This saves time by alleviating the burden of calling or e-mailing "technical support."

Client Capabilities and Advantages

In addition to all the user capabilities, an appealing advantage to posting reports online is that of long-term financial savings.  Not only is the client able to eliminate the task of manually creating the reports (which may leave room for human error) and distributing them, but the entire system could eventually be transferred to the client.  This system also allows the client to view any changes to reports on a replicated "mirror" site, not accessible by all users, before they are posted to the "live" site.  Additionally, the system allows for complex access levels that include the ability to add, delete or modify users' "permissions" (the degree of information the user is allowed to view).  

The client can also post other kinds of information on the site, such as report printing instructions or a document that explains how to understand the various kinds of reports.

The Future of Online Reporting

In the near future, this online reporting system will be capable of performing several new functions, including reports with real-time information, while also boasting an archival ability.

In most cases, management wants to review the most recent data available. Also in the near future, reports will be updated as soon as data is recorded, instead of on a weekly or monthly basis.  The limitation, however, is that all data would need to be collected electronically, using a web survey. And yet, as more people become more comfortable using technologies such as the Internet, this will become less of an issue.  In fact, according to Rockbridge's annual National Technology Readiness Survey, online access at home has increased from 36% in 1999 to 50% in 2000. And when asked about their ability to access the Net from any location, be it home, work, school, etc., this proportion rises still further, to 63%.  

Soon, the user will be able to access old reports online through an archiving function, instead of storing and retrieving printed historical reports. .  Because the information is easily retrievable, this would be especially useful if conducting a tracking study,

Ultimately, online access of reports is a convenient, faster, and more efficient way of distributing both confidential and time-sensitive information.