Web Survey Bibliography
Readership research continues to face a number of critical issues, most notably:
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declining response rates, or increased efforts and monies to maintain current levels;
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demand for more information related to use of products and services, and linked to the media measurements; and,·
more detailed information on interaction with various media (e.g. measure “quality of the reading experience”)These issues place an increasing strain on the current data collection processes. At the same time, major strides are being made on the application of the Internet and online panels for traditional market research studies. There is a continuing trend for more traditional studies to migrate from telephone, mail, and mall-based data collection processes to the use of online data collection.
This trend is placing increased demand on media readership studies to consider this technology as an alternative. Can online data collection processes help address the current issues faced by readership research? Several jurisdictions have begun the exploration of the Internet and online panels in preparation for the day when online research may be considered a viable alternative for audience measurement.
Canada is no exception. NADbank, responsible for the measurement of readership of daily newspapers across the country, recently completed a test comparing the current telephone methodology with a comparable online survey. The test was run in the Toronto CMA (Census Metropolitan Area), the largest single market in Canada.
The results from this test are presented in this paper. In summary, the results show that the demographic profiles of respondents in the online panel are different from those in the population and telephone sample. The online panel included a more balanced composition by gender but not by age group. The panel profile included fewer younger, and more older, adults than is the case in the telephone sample and in the actual population.
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Web survey bibliography - Worldwide Readership Research Symposia (11)
- Measuring Internet And Press Audience In The Media Convergence Era. In Search Of A New Paradigm In Researching...; 2009; Pawlak, J., Póltorak, M.
- The Decline And Fall Of The Response Rate: The Fightback ; 2009; Green, A., Staplehurst, S., Windle, R.
- Internet Measurement of Ad-noting: Sampling and Statistical Issues; 2009; Frankel, M. R., Baim, J., Galin, M., Agresti, J., Augemberg, K.
- Audipresse Premium: Using The Internet To Help Measure Press Readership ; 2009; Saint-Joanis, G., Néraudau, J.
- Questionnaire Intelligence: New Rules Of Engagement For Online Survey Design ; 2009; McMahon, L., Stamp, R.
- Presenting Publications in Online Print Audience Questionnaires; 2009; Carroll, J., Collins, S., Farrer, N.
- Methodological Tests On Online Research: Incidence Of Formal Aspects/Questionnaire Layout On The Results...; 2009; Schmutz, B., Lê Van Truoc, O.
- Online Interviewing through Access Panel: Quantity and Quality Assurance; 2009; Petric, I., Appel, M., de Leeuw, E. D.
- ONLINE DATA COLLECTION – SOLUTION OR BAND-AID?; 2007; Crassweller, A., Williams, D., Thompson, I.
- MAGAZINE EFFECTIVENESS NOW DIRECTLY OBSERVABLE; 2007; Green, M.
- THE READERSHIP CURRENCY: DUTCH DESIGN How a new methodology for AIR measurement opens up new perspectives...; 2007; Petric, I., Appel, M.