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Mktg Inc Launches Panel Audit Tracking Program
In the US, sample audit specialist Mktg Inc has launched an online program to validate panel consistency over time.
The new 'Consistent Track' solution uses a standard questionnaire, which is deployed at different intervals to measure the consistency of survey results from wave to wave.
Factors such as demographics, purchasing behavior segments, sociographic segments, media segments, and undesirable respondent behaviors - including speeders, professionals and satisficers - are compared over time, as well as to the 'Grand Mean' (average responses for these measures).
The Grand Mean is drawn from a database of 20 online US and 120+ global panel sources. When these factors show minimal variability from wave to wave, the firm says the sample is determined to be consistent, replicable and - in time - predictable.
'The service allows panels to document confidence in their consistency, while at the same time providing sample users with greater confidence in their data,' explained President Steven Gittelman.
Founded in 1979, Mktg Inc also programs and hosts surveys using its proprietary online software, and offers a 160 telephone CATI station unit with predictive dialling capabilities.
Web site: www.mktginc.com .
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