Online vs. offline administration of print audience measurement studies
Marco Vriens and Eric Melton
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 (off-line)
modalities: significant cost savings, the minimization of bias in the
...