Online Sampling Issues

Fast-growing US agency Knowledge Networks, which like MrWeb is currently celebrating its 5th birthday, has released a white paper documenting the differences in online sample quality and their effects on marketing decision making. The paper discusses theory, gives background statistics and looks at two case studies to help analyse sampling bias.

According to Knowledge Networks, now one of the Top 25 US MR agencies, online research now represents approximately 10% of all custom studies and will grow to more than half 'in the coming years', making quality and robustness of results 'a key issue for all companies that rely upon consumer information as input to business decisions'.

The white paper, which can be found at www.knowledgenetworks.com , analyzes the types of bias that can affect any research and how they apply to the online environment. It includes comparisons of a probability-based approach with opt-in (or 'volunteer') samples, showing the benefits of the former for answering specific business questions.

The case studies look at surveys of alcoholic beverages and a new line of facial products. The white paper is part of an ongoing program of research by Knowledge Networks to help its clients understand the state of online sampling and provide direction on when certain types of samples are best used.

More information is available from Patricia Graham - pgraham@knowledgenetworks.com - or from www.knowledgenetworks.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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