Internet Testing: A Landmark Study

Zara Girnius, Christine Adams and Joseph Willke

This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing.

Internet Testing: A Landmark Study of the Differences Between Mall Intercept and OnLine Interviewing in the United States

Joseph WillkeChristine O. AdamsandZara Girnius ACNielsen BASES, United States

INTERNET RESEARCH

In the United States BASES conducts more central location (i.e. mallintercept) interviews than any other research company and we have used this data collection medium since the companys inception in 1978. We have found mallintercept data, when properly modeled, to be highly reliable and predictive of consumer behavior in the marketplace. Like most research companies, though, we have observed a slow but steady erosion in respondent cooperation...

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