Online vs. offline administration of print audience measurement studies

Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently in use.

Online Vs. Offline Administration Of Print Audience Measurement Studies

A statistical comparison

Eric Melton and Marco Vriens Millward Brown IntelliQuest

 

Introduction

Administering media surveys online has several benefits over traditional...