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KNOWLEDGE NETWORKS PIONEERS REPRESENTATIVE INCLUSION OF CELL PHONE-ONLY HOUSEHOLDS FOR CUSTOM ONLINE RESEARCH

Firm introduces Address-Based Sampling to KnowledgePanel®

Menlo Park, CA; March 26, 2009: Knowledge Networks (KN) is continuing its tradition of research innovation by integrating Address-Based Sampling (ABS) into its recruitment for KnowledgePanel® – the only online panel for custom research based on statistically valid sampling. By using dual-frame recruitment (ABS and RDD), Knowledge Networks furthers its ability to represent accurately cell phone-only households (CPOHHs), Hispanics, and other groups of growing interest to social scientists, researchers and marketers.

Knowledge Networks' new dual-frame sampling approach successfully addresses the trend of "cord cutting," in which households drop landline telephone service in favor of exclusive use of cell phones; this has made many households difficult or impossible to reach for research. Among those most likely to discontinue (or never establish) landline service are teenagers and adults under 35.

Due to cord cutting and other factors, the landline-only telephone frame used by many survey researchers now covers, on average, 79% of U.S. households; by contrast, the new KnowledgePanel® dual-frame approach will represent 99% of the U.S. population by the end of 2009.

To read a detailed description of the new approach, click here.

"The research industry has seen a decline in online panel representation among some key demographic groups – such those ages 35 or younger, who are more likely to be cell phone only," said Mike Dennis, Senior Vice President of KN's Government & Academic Research. "Knowledge Networks'; application of Address-Based Sampling provides, for the first time in custom online survey research, a cost-effective, scientific method of reaching these young individuals that does not require hand-dialing their cell phones."

"KnowledgePanel provides a level of population coverage and accuracy found in no other online panel, and we keep investing to maintain that high standard," said Simon Kooyman, CEO of Knowledge Networks. "We are proud to add Address-Based Sampling to our recruitment method, because it allows us to continue delivering the precision and targeting capabilities our clients need – without disruption from changes in communication technology and other trends."

Because it is based on a statistically valid cross-section of the U.S. population, KnowledgePanel® produces results that can be projected to larger populations of interest. It is uniquely suited to meeting the rigorous criteria of government and academic research studies, which require precisely defined methods and adherence to statistical principles.

Unlike KnowlegePanel, other online panels are limited to those who already have Internet access and to non-random volunteers who respond to banner ads, spam, and other types of survey invitations. In addition, the other online panels exclude approximately one in four cell phone-only households because they do not have Internet access at home.

After a successful pilot of the ABS recruitment in 2008, KN has begun integrating Address-Based Sample into KnowledgePanel; after receiving a KN mailing, chosen households can join the panel by return mail, telephone, or online registration. Knowledge Networks will also continue recruiting Panel Members by phone using randomly dialed landline telephone numbers. KN never turns down chosen households because of their Internet status, nor does it accept volunteers for any of its online research.

Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in government, academia, and business. We work closely with clients to create sound public policies, accurate social science research, healthy consumer-brand connections, and effective marketing and advertising. We have established respected practices in government & academic studies, media, marketing, and advertising. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.

For more information, contact:

J. Michael Dennis
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