Web Survey Bibliography
Title Taking MARS Digital
Author Melton, E.; Krahn, J.
Source PDRF 2015 Symposium: London
Year 2015
Access date 25.04.2017
Full text PDF (1,10 MB)
Abstract
In 2015 Kantar Media’s MARS Consumer Health Study implemented a new methodological approach, MARS 2.0, that took data collection online using a self-administered web-based interview and sample constructed using an online Consumer panel. The decision to evolve the study methodology stemmed from two forces:
- The market on which the study was built was based on supporting a number of blockbuster drugs with broad application and large campaigns employing largely traditional (print) media. There are fewer blockbuster drugs coming to market, and healthcare marketing is currently adopting a more targeted patient-centric model. The market requires more data on ever smaller condition-based segmentsand expanding online and point-of-care channels for communicating. In addition, an improved read on Hispanic populations including Spanish speakers was needed. The team had come to the limits of what a paper-based survey could supply.
- In terms of production, the team continued to observe declining response rates. Plus, the source for supplementary sample of households known to have members with medical conditions themselves had moved their data collection online. The team could no longer depend on a ready supply of targeted sample known to respond to paper-based surveys.
This paper will describe the MARS team’s process for the methodology’s evolution, but will focus primarily on two outstanding issues stemming from this transition: adjusting the online panel-based sample to better reflect the general population and producing audience estimations from publications’ digital platforms.
Access/Direct link Conference Homepage (abstract) / (full text)
Year of publication2015
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography - 2015 (291)
- Taking MARS Digital; 2015; Melton, E.; Krahn, J.
- A Comparison of the Effects of Face-to-Face and Online Deliberation on Young Students’ Attitudes...; 2015; Triantafillidou, A.; Yannas, P.; Lappas, G.; Kleftodimos, A.
- A Privacy-Friendly Method to Reward Participants of Online-Surveys; 2015; Herfert, M.; Lange, B.; Selzer, A.; Waldmann, U.
- Doing Online Surveys: Zum Einsatz in der sozialwissenschaftlichen Raumforschung; 2015; Nadler, R.; Petzold, K.; Schoenduwe, R.
- Are Fast Responses More Random? Testing the Effect of Response Time on Scale in an Online Choice Experiment...; 2015; Boerger, T.
- The impact of frequency rating scale formats on the measurement of latent variables in web surveys -...; 2015; Menold, N.; Kemper, C. J.
- Investigating response order effects in web surveys using eye tracking; 2015; Karem Hoehne, J.; Lenzner, T.
- Implementation of the forced answering option within online surveys: Do higher item response rates come...; 2015; Decieux, J. P.; Mergener, A.; Neufang, K.; Sischka, P.
- Internet Panels, Professional Respondents, and Data Quality; 2015; Matthijsse, S.; De Leeuw, E. D.; Hox, J.
- Self-administered Questions and Interviewer–Respondent Familiarity; 2015; Rodriguez, L. A., Sana, M., Sisk, B.
- Comparing Food Label Experiments Using Samples from Web Panels versus Mall Intercepts; 2015; Chang, L. C., Lin, C. T. J.
- Translating Answers to Open-ended Survey Questions in Cross-cultural Research: A Case Study on the Interplay...; 2015; Behr, D.
- The impact of gamifying to increase spontaneous awareness; 2015; Cape, P.
- Using eye-tracking to understand how fourth grade students answer matrix items; 2015; Maitland, A.; Sun, H.; Caporaso, A.; Tourangeau, R.; Bertling, J.; Almonte, D.
- Incentive Types and Amounts in a Web-based Survey of College Students; 2015; Krebs, C.; Planty, M.; Stroop, J.; Berzofsky, M.; Lindquist, C.
- Response Rates and Response Bias in Web Panel Surveys; 2015; Boyle, J.; Berman, L.; Dayton, Ja.; Fakhouri, T.; Iachan, R.; Courtright, M.; Pashupati, K.
- Characteristics of the Population of Internet Panel Members; 2015; Boyle, J; Freedner, N.; Fakhouri, T.
- Internet and Smartphone Coverage in a National Health Survey: Implications for Alternative Modes; 2015; Couper, M. P.; Kelley, J.; Axinn, W.; Guyer, H.; Wagner, J.; West, B. T.
- An Overview of Mobile CATI Issues in Europe; 2015; Slavec, A.; Toninelli, D.
- Using Mobile Phones for High-Frequency Data Collection; 2015; Azevedo, J. P.; Ballivian, A.; Durbin, W.
- Willingness of Online Access Panel Members to Participate in Smartphone Application-Based Research; 2015; Pinter, R.
- Who Has Access to Mobile Devices in an Online Opt-in Panel? An Analysis of Potential Respondents for...; 2015; Revilla, M.; Toninelli, D.; Ochoa, C.; Loewe, G.
- Who Are the Internet Users, Mobile Internet Users, and Mobile-Mostly Internet Users?: Demographic Differences...; 2015; Antoun, C.
- A Meta-Analysis of Breakoff Rates in Mobile Web Surveys; 2015; Mavletova, A. M.; Couper, M. P.
- The Best of Both Worlds? Combining Passive Data with Survey Data, its Opportunities, Challenges and...; 2015; Duivenvoorde, S.; Dillon, A.
- Optimizing the Decennial Census for Mobile – A Case Study; 2015; Nichols, E. M.; Hawala, E. O.; Horwitz, R.; Bentley, M.
- App vs. Web for Surveys of Smartphone Users: Experimenting with mobile apps for signal-contingent experience...; 2015; McGeeney, K.; Keeter, S.; Igielnik, R.; Smith, A.; Rainie, L.
- Using Video to Reinvigorate the Open Question; 2015; Cape, P.
- On the Go: How Mobile Participants Affect Survey Results; 2015; Barlas, F. M.; Thomas, R. K.
- The Matrix Lives On: Improving Grids for Online Surveys; 2015; Thomas, R. K.; Barlas, F. M.; Graham, P.; Subias, T.
- Variance Estimation for Surveys from Internet Panels ; 2015; Rivers, D.
- Sensitivity Analysis of Bias of Estimates from Web Surveys with Nonrandomized Panel Selection; 2015; Beresovsky, V.
- Detecting Fraud in a Survey Sample Recruited Online; 2015; Brown, D.; Dever, J. A.; Augustson, E.; Squiers, L.
- Survey Treatments and Response Modes: Bayesian Survival Analysis with Competing Risks; 2015; Minato, H.
- Purposefully Mobile: Experimentally Assessing Device Effects in an Online Survey ; 2015; Barlas, F. M.; Thomas, R. K.; Graham, P.
- Using equivalence testing to disentangle selection and measurement in mixed modes surveys ; 2015; Cernat, A.
- What do web survey panel respondents answer when asked “Do you have any other comment?”; 2015; Schonlau, M.
- On Climbing Stairs Many Steps at a Time: The New Normal in Survey Methodology; 2015; Dillman, D. A.
- Mobile Research Methods: Opportunities and challenges of mobile research methodologies. ; 2015; Toninelli, D. (Ed.); Pinter, R.; de Pedraza, P.
- Effect of Web-Based Versus Paper-Based Questionnaires and Follow-Up Strategies on Participation Rates...; 2015; Kilsdonk, E.; van den Heuvel-Eibrink, M. M.; van Dulmen-den Broeder, E.; van der Pal, H. J. H.; van...
- Polling Error in the 2015 UK General Election: An Analysis of YouGov’s Pre and Post-Election Polls...; 2015; Wells, A.; Rivers, D.
- Cell Phone and Face-to-face Interview Responses in Population-based Sur- veys - How Do They Compare?; 2015; Ghandour, L.; Ghandour, B.; Mahfoud, Z.; Mokdad, A.; Sibai, A. M.
- Collecting Health Research Data - Comparing Mobile Phone-assisted Personal Interviewing to Paper-and...; 2015; van Heerden, A. C.; Norris, S. A.; Tollman, S. M.; Richter, L. M.
- The Effects of Questionnaire Completion Using Mobile Devices on Data Quality. Evidence from a Probability...; 2015; Bosnjak, M.; Struminskaya, B.; Weyandt, K.
- Are Sliders Too Slick for Surveys? An Experiment Comparing Slider and Radio Button Scales for Smartphone...; 2015; Aadland, D.; Aalberg, T.
- Evaluation of an Adapted Design in a Multi-device Online Panel: A DemoSCOPE Case Study; 2015; Arn, B.; Klug, S.; Kolodziejski, J.
- Maximizing Data Quality using Mode Switching in Mixed-Device Survey Design: Nonresponse Bias and Models...; 2015; Axinn, W.; Gatny, H. H.; Wagner, J.
- Web Surveys Optimized for Smartphones: Are there Differences Between Computer and Smartphone Users?; 2015; Andreadis, I.
- Measuring Political Knowledge in Web-Based Surveys: An Experimental Validation of Visual Versus Verbal...; 2015; Munzert, S.; Selb, P.
- Validation of the new scale for measuring behaviors of Facebook users: Psycho-Social Aspects of Facebook...; 2015; Bodroza, B.; Jovanovic, T.