MARKETERS' BUSINESS DECISIONS AFFECTED BY ONLINE SAMPLE QUALITY: KNOWLEDGE NETWORKS PRESENTS EVIDENCE IN CASRO THINK-TANK PRESENTATIONS

Menlo Park, CA; October 29, 2003: At today's CASRO® "Data Collection Think-Tank" conference, Knowledge Networks provided important evidence that the quality of samples used by Internet researchers can have dramatic effects on data and lead marketers to make different business choices. The event is being held in Cincinnati as part of the CASRO (Council of American Survey Research Organizations) University program.

Scroll down for links to the KN presentations.

At the conference, Knowledge Networks demonstrated that there are vast differences in sample quality among online research vendors - and that these disparities have clear and important implications for business decision-making. As more high-stakes, core market research moves online, quality will become a greater focus for clients. Knowledge Networks intends to be in the forefront of focusing attention on this issue and providing the reliable insights needed for high-level decision-making using Internet data.

In the case studies—presented by Daniel Slotwiner, Vice President of Panel Management at Knowledge Networks—the same surveys were fielded on the representative Knowledge Networks online panel and among non-representative groups of "volunteer" (i.e., opt-in) Internet respondents. In one study, incidence of a new line of facial products was nearly three times greater—and significantly above industry norms - among the volunteer group as compared to the KN Panel; the perception that the line was performing exceedingly well would have led to much different marketing and product improvement strategies.

In the second case study, consumption of spirits and demand for new spirit products among men 21 to 27 were both higher—by a factor of two to three— among online volunteers as compared to the Knowledge Networks Panel. The resulting overestimation of demand would probably have led to an overly aggressive product development strategy.

In his presentation, "Taking Internet Research to the Next Level," Slotwiner also

• traced the past, present and future of Internet research—from experimentation to validation to high-level use;
• described common types of Internet samples and how most online research companies obtain respondents; and
• defined the types and degrees of research bias that affect those samples.

In addition, Bill McCready, Vice President at Knowledge Networks, spoke on "Statistically Reliable Data and Accurate Projections from Web-Accessible Surveys," covering topics such as:

• differences between the online population and consumers generally, and how those disparities can affect Internet samples;
• reasons for survey non-response and methods for achieving improvements; and
• whether panel tenure and attrition have significant effects on survey findings.

Click to see PDF versions of the Slotwiner and McCready presentations.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.