Optimum blending of panels and social network respondents

Social media communities are a potentially fruitful source of recruitment for online panels. This paper seeks to determine the degree to which a social network population sourced from one research company's respondents could be blended with an established panel, Research Now's American Valued Opinions Panel (VOP), while maintaining the original panel sample characteristics.

Optimum blending of panels and social network respondents

Martin FilzNew Proposition Development, Research Now

Steven GittelmanMktg, Inc


Social network growth statistics are staggering. What once was a phenomenon regaled only by the young now has broad demographic reach (Figure 1). Facebook has trampled age barriers working its way into almost every demographic corner.

Figure 1 - Growth of Social Network by Age Category

Facebook alone has a half billion pre-profiled respondents in comparison to seven million panelized double opted-in respondents who constitute the core of the online research, (ARF 2009). This disparity highlights the critical shortage...

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