Panel and data quality - comparing metrics and assessing claims

A common forecast argues a cadre of professional respondents threaten the validity and reliability of results from market research – especially Internet-based market research using online access panels.

Panel and data quality – comparing metrics and assessing claims

Renee Smith and Holland Hofma BrownHarris Interactive, Inc., United States

INTRODUCTION

A number of industry trends have created a vortex of forces that various “weather” forecasters view differently depending on their interpretation of the available data or, sans data, on their stakeholder interest in the outcome.

These industry trends include, but are not limited to:

  • Declining respondent cooperation, worse in some countries than others;

  • Increasing use of incentives to reward respondents;

  • Continuing evolution of privacy concerns and privacy legislation to protect respondents and the data collected from...

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