Web Survey Bibliography
The paper discusses web-based data collection in the broader content of one of the most challenging market-research-tasks, the volumetric forecast for new concepts.
Decisions about new concepts based solely on information gathered in a typical concept test run the risk of ignoring critical factors of success. The total size of the potential market (the interested universe), the expected awareness and distribution level, fixed and variable costs per unit and the repurchase rate after initial trial are crucial information for determining the economic success of a new product. A volumetric forecast estimates the total sales and the revenue in a certain time period after launch and incorporates both survey and external data.
A volumetric forecast faces two major challenges regardless of the data collection method:
1. Predicting the awareness level based on planned marketing actions
2. Ensuring the representativeness of the sample for the interested universe
The awareness level is mathematically modelled as a function of the reach of a marketing campaign: Information regarding reach is provided by media planning and is defined as the probability of exposure to marketing based on spending levels and targeting. The mathematical model takes into account reach from a variety of sources including in-store promotion, couponing and sampling.
Representativeness of the sample for the interested universe is obtained by propensity weighting. Propensity weighting controls for subtle differences between target population and members of an online access panel that do not result from obvious sociodemographic characteristics that are normally controlled in a quotation sample. In a combined representative CATI and panel-based online survey the probability of membership to the online access panel is estimated using a logistic regression incorporating a variety of questions about attitudes towards the internet. Afterwards the online sample is weighted according to the representative distribution of the propensity scores which indicate panel affinity.
The proposed paper describes the challenges and solutions in the volumetric forecast based on online access panels and demonstrates the general appropriateness of the method.
Conference homepage (abstract)
Web survey bibliography (183)
- Using experts’ consensus (the Delphi method) to evaluate weighting techniques in web surveys not...; 2017; Toepoel, V.; Emerson, H.
- A Partially Successful Attempt to Integrate a Web-Recruited Cohort into an Address-Based Sample; 2017; Kott, P. S., Farrelly, M., Kamyab, K.
- Overview: Online Surveys; 2017; Vehovar, V.; Lozar Manfreda, K.
- Inferences from Internet Panel Studies and Comparisons with Probability Samples; 2016; Lachan, R.; Boyle, J.; Harding, R.
- Integration of a phone-based household travel survey and a web-based student travel survey; 2016; Verreault, H.; Morency, C.
- Estimation and Adjustment of Self-Selection Bias in Volunteer Panel Web Surveys ; 2016; Niu, Ch.
- Calculating Standard Errors for Nonprobability Samples when Matching to Probability Samples ; 2016; Lee, Ad.; ZuWallack, R. S.
- Establishing the accuracy of online panels for survey research; 2016; Bruggen, E.; van den Brakel, J.; Krosnick, J. A.
- Evaluating Three Approaches to Statistically Adjust for Mode Effects; 2016; Kolenikov, S.; Kennedy, C.
- Linearization Variance Estimators for Mixed ‒ mode Survey Data when Response Indicators are Modeled...; 2016; Demnati, A.
- Options for Fielding and Analyzing Web Surveys; 2016; Schonlau, M.; Couper, M. P.
- Report of the Inquiry into the 2015 British general election opinion polls; 2016; Sturgis, P., Baker, N., Callegaro, M., Fisher, St., Green, J., Jennings, W., Kuha, J., Lauderdale, B...
- Solving the Nonresponse Problem With Sample Matching?; 2016
- Online and Social Media Data As an Imperfect Continuous Panel Survey; 2016; Diaz, F.; Garmon, F.; Hofman, J. K.; Kiciman, E.; Rothschild, D.
- Quota Controls in Survey Research.; 2016; Gittelman, S. H.; Thomas, R. K.; Lavrakas, P. J.; Lange, V.
- Scientific Surveys Based on Incomplete Sampling Frames and High Rates of Nonresponse; 2016; Fahimi, M.; Barlas, F. M.; Thomas, R. K.; Buttermore, N. R.
- Doing Surveys Online ; 2016; Toepoel, V.
- Using Mobile Phones for High-Frequency Data Collection; 2015; Azevedo, J. P.; Ballivian, A.; Durbin, W.
- On Bias Adjustments for Web Surveys; 2015; Fan, L.; Lou, W.; Landsman, V.
- The quality of data collected using online panels: a decade of research ; 2015; Callegaro, M.
- Does the use of mobile devices (tablets and smartphones) affect survey quality and choice behaviour...; 2015; Liebe, U., Glenk, K., Oehlmann, M., Meyerhoff, J.
- Web-based survey, calibration, and economic impact assessment of spending in nature based recreation; 2015; Paudel, K. P., Devkota, N., Gyawali, B.
- Using Web Panels for Official Statistics; 2014; Bethlehem, J.
- Self-reported cheating in web surveys on political knowledge; 2014; Jensen, C., Thomsen, J. P. F.
- Keeping Surveys Valid, Reliable, and Useful: A Tutorial; 2014; Greenberg, M. R., Weiner, M. D.
- Prioritisation of alternatives with analytical hierarchy process plus response latency and web survey...; 2014; Barone, S. Errore, A., Lombardo, A.
- A critical review of studies investigating the quality of data obtained with online panels based on...; 2014; Callegaro, M., Villar, A., Yeager, D. S., Krosnick, J. A.
- Online panel research: History, concepts, applications and a look at the future; 2014; Callegaro, M., Baker, R., Bethlehem, J., Goeritz, A., Krosnick, J. A., Lavrakas, P. J.
- Using Paradata to Predict and to Correct for Panel Attrition in a Web-based Panel Survey; 2014; Rossmann, J., Gummer, T.
- Improving cheater detection in web-based randomized response using client-side paradata; 2014; Dombrowski, K., Becker, C.
- Modelling ”don’t know” responses in rating scales; 2014; Manisera, M., Zuccolotto, P.
- User Modeling via Machine Learning and Rule-Based Reasoning to Understand and Predict Errors in Survey...; 2013; Stuart, L. C.
- Comparison of Three Modes for a Crime Victimization Survey; 2013; Laaksonen, S., Heiskanen, M.
- The Short-term Campaign Panel of the German Longitudinal Election Study 2009. Design, Implementation...; 2013; Steinbrecher, M., Rossmann, J.
- Too Fast, Too Straight, Too Weird: Post Hoc Identification of Meaningless Data in Internet ; 2013; Leiner, D. J.
- Assessing Nonresponse Bias in the Green Technologies and Practices Survey; 2013; Meekins, B., Sverchkov, M., Stang, S.
- Web Panel Representativeness; 2013; Bianchi, A., Biffignandi, S.
- On the Impact of Response Patterns on Survey Estimates from Access Panels; 2013; Enderle, T., Muennich, R., Bruch, C.
- Unit Nonresponse and Weighting Adjustments: A Critical Review; 2013; Brick, J. M.
- Adjusting for bias in a mixed-mode CAWI survey on University students ; 2013; Clerici, R., Giraldo, A.
- A probability-based web panel for the UK: What could it look like?; 2013; Nicolaas, G.
- Panel Attrition: Separating Stayers, Sleepers and Other Types of Drop-Out in an Internet Panel; 2013; Lugtig, P. J.
- Speeding and Non-Differentiation in Web Surveys: Evidence of Correlation and Strategies for Reduction...; 2013; Zhang, Che.
- Web Versus Outbound: A Mode Face-Off Following the Presidential Debate; 2013; Marlar, J.
- The Effects of Errors in Paradata on Weighting Class Adjustments: A Simulation Study; 2013; West, B. T.
- Practical tools for designing and weighting survey samples; 2013; Valliant, R. L., Daver, J. A., Kreuter, F.
- Moving an established survey online – or not?; 2013; Barber, T., Chilvers, D., Kaul, S.
- Measuring working conditions in a volunteer web survey; 2013; de Pedraza, P., Villacampa, A.
- Propensity Score Weighting – Can Personality Adjust for Selectivity?; 2013; Glantz, A., Greszki, R.
- Eurobarometer Special surveys: Special Eurobarometer 381; 2012