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Web Survey Bibliography

Title Consumer Segmentation Results Using RDD vs. Mail Panel vs. Internet Sample… There Is A Difference!
Author Dietrich, D.
Source 20th Annual Marketing Research Conference, 1999
Year 1999
Access date 22.07.2004
Abstract Don Dietrich, Senior Vice President, Taylor Nelson Sofres Intersearch. Consumer Mail Panels are often used to select sample for Segmentation Studies or other research projects — such as product testing — that rely on a sample of consumers with representative category “wants and needs.” Internet sampling is an emerging trend. Both sources of sample are frequently less expensive than Random Digit Dial telephone sample… especially for low incidence populations. To overcome demographic differences vs. the population, weighting can be used. But the question remains: Do segmentation research results come out the same? Are Mail Panel respondents or Internet respondents representative of “the same population of consumers” in terms of their motivations as respondents that can be reached on the phone using Random Digit Dialing? Or are they “different folk” in terms of category wants and needs? Mr. Dietrich will present a series of four Needs-based Segmentation Studies for packaged goods categories in which the same segmentation “short form” was used on both Mail Panel and RDD telephone consumers. Results will be compared. A comparison of Internet sample vs. RDD telephone sample from another study will also be presented. Recommendations will be given about the use of RDD telephone, Mail Panel and Internet sample for representative motivational consumer research.
Year of publication1999
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography - Marketing/business (336)

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