KNOWLEDGE NETWORKS RELEASES LANDMARK STUDY OF ONLINE SAMPLE QUALITY, INCLUDING EFFECTS ON BUSINESS DECISIONS

Publication coincides with company's 5th anniversary

Menlo Park, CA; November 19, 2003: To mark its fifth anniversary, Knowledge Networks has just released a first-of-its-kind white paper documenting the differences in online sample quality and their effects on marketing decision making. Online research now represents approximately 10% of all custom studies and will command a majority of this work in the coming years. Therefore, the effect of quality on survey results is a key issue for all companies that rely upon consumer information as input to business decisions.

The white paper, which includes two case studies, analyzes the types of bias that can affect any research and how they apply to the online environment. Direct comparisons of Knowledge Networks' probability-based approach to opt-in (or "volunteer") samples show the benefits of probability-based data for answering specific business questions.

The first case study looks at consumption across many alcoholic beverage segments, while the second focuses on a new line of facial products. In each case, the Knowledge Networks data was estimated by customers to be a better evaluation of the actual market size and product potential—and therefore a better basis for decisions and further exploration.

Knowledge Networks is publishing the white paper and case studies as part of an ongoing program of research to help its clients understand the state of online sampling and provide direction on when certain types of samples are best used.

Knowledge Networks has grown to become one of the Top 25 U.S. research firms, building a blue-chip clientele among the best and largest marketers in the U.S., as well as influential governmental, academic and public policy institutions. The company's business mission is centered on bringing quality sample, expertise and analysis to important client decisions.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making 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.