Between random samples and online panels - where is the next lily pad?

The paper describes an experiment initiated by the Canadian Newspaper Audience Databank Inc. (NADbank) comparing the current telephone methodology with a comparable online survey.

Between random samples and online panels – where is the next lily pad?

Anne CrasswellerNewspaper Audience Databank Inc. (NADbank), Canada

Judy RogersResearch Resolutions & Consulting Ltd., Canada

Donald WilliamsNewspaper Audience Databank Inc. (NADbank), Canada


There is no question that more and more market research is being done using online panels. There is also no question that considerable effort is being devoted to building better and better panels. Commonly, however, the “virtues” of panels are demonstrated notby their intrinsic measurement superiority but by their speed and low cost vis-à-vis other sampling and data...

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