Knowledge Networks
Accuracy's Impact on Research
HOME

Summer 2007

The accuracy of research may seem like a straightforward topic; but its nuances are, in fact, numerous. Beyond sampling and response rates, we should recognize that accuracy should also mean rightly identifying and measuring the unique qualities of our topic; to be truly accurate means going beyond cookie-cutter metrics to reveal the full value of a given medium, product, or service. So accuracy ultimately comes back to attention to quality and service at many levels – not just the methodological.

Several of our articles this time touch on this challenge: finding the right "engagement" to serve a given medium; capturing the impact of in-store TV ads; and adding value to research through well-chosen analytics. In addition, we have an intriguing conversation with Dr. Markus Prior about the parallel cultures of information and entertainment, and an engaging article from our own Charles DiSogra about the right way to weight.

We welcome your comments on A*I/R! Please write and tell us what you would like to see more of or less of and hope to see in the future.

– David Stanton
Editor

TABLE OF CONTENTS

 

The New Media Effect on Political Participation: A Conversation with Markus Prior
laptop Has the Internet created a greater number of informed voters – or has it merely accentuated existing tendencies to seek out or avoid political information? This is just one of the provocative questions addressed by Princeton University's Dr. Markus Prior, author of Post-Broadcast Democracy, in his recent interview with A*I/R.

 
line
html | pdf
 
 

remote"Engagement" is in the Eye of the Beholder
By Maura Clancey, SVP, Custom Research (Media)
The notion of engagement has many facets, with different buyers and sellers keying in on measures. Maura Clancey shows how a variety of approaches can get at the core concept of consumer involvement with media and advertising.
line
html | pdf
 
 

Finding Metrics for a Brand-New Medium: A Conversation with Lynn Gutstadt
Premier Retail Networks has pioneered the use of in-store media for advertising and promotion; but the complex environment and consumer interactions involved make this a difficult medium to measure. PRN's Vice President of Research, Lynn Gutstadt, recently talked to A*I/R about the special challenges she faces in making the value of in-store media real to advertisers.
line
html | pdf
 
 

Weight, Weight, Don't Tell Me!
By Charles DiSogra, Chief Statistician
formulaHow can you be certain that good survey data—the product of good instruments and good design—will deliver accurate results? Weighting is the answer. KN's Chief Statistician looks at the quality issues behind effective weighting, and talks about the special steps involved in weighting KN's statistically representative panel.


line
html | pdf
 

Making Quality Real
By Ellen Veccia, SVP, Advanced Analytics & Consulting & Wendy Wallner, VP, Group Account Director, Custom Research
Analytics can often add a remarkable degree of actionability to data that would otherwise lie on the page; Ellen Veccia – head of KN's Advanced Analytics team – Wendy Wallner of our Custom Research practice discuss how they have worked together to add quality, in the form of value and insight, when helping a variety of clients.
line
html | pdf
 
 

Knowledge Networks News

Research on Research

KN Study Highlights

Knowledge Networks Publication Summary

News Briefs

PAST ISSUES

line
     

Spring 2007

    
spring 2007    

For more information contact:

David Stanton
908 497-8040
Email
search