[ KnowledgePanel CalibrationSM ]

KnowledgePanel CalibrationSM meets the needs of studies involving either

  • exceptionally large sample sizes
  • targeting of very small subpopulations
  • local geographies

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This blended Web sample approach is an effective methodology when compared to conducting the survey exclusively with non-probability opt-in panels. When calibrated, the combined sample sources – KnowledgePanel® and opt-in online samples – result in higher accuracy over the use of opt-in sample alone.

To read about the methodology, click here.

Advantages of KnowledgePanel Calibration include:

  1. Improved accuracy and sample representativeness. The calibration weights are based on Knowledge Networks' nationally representative KnowledgePanel®, providing a statistical means for projecting the opt-in panel data to the entire national population (for the surveyed group).
  2. Operational and analytic efficiencies. Knowledge Networks manages the coordination and data collection from both samples, producing a single analytic deliverable having a single calibration weight.
  3. Cost effectiveness. The cost of the approach is only modestly different than conducting the study exclusively with opt-in web panel samples, yet the accuracy pay-off is high.

Our approach is used in studies for federal and state government agencies, university researchers, industry associations, and consumer research firms, as well as for custom marketing research studies.

KnowledgePanel Calibration Counteracts Over Estimation
in Opt-in Results

In one specific comparison of calibrated and non-calibrated, the top 2 box agreement results found in opt-in only sample changed between 21% and 42% (see chart below) as a result of applying the KnowledgePanel calibration weights. Here, we are not referring to percentage points; but instead to the metric of percent change between the opt-in results compared to the calibrated result. Were KnowledgePanel Calibration not used, overestimated agreement rates as high as 42% would have affected a business or policy decision.

Agreement Rates for "Early Adopter" Measures (Top 2 box)
by Sample Source and with Calibration

Note: Sample sizes n=1,000 Opt-in Panel, 200 KN Panel, 1,200 Total

Learn more about how KnowledgePanel CalibrationSM works.



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On matters related to survey solutions and pricing for new projects contact:

For DC area orgs, universities, and federal agencies (except public affairs/PR):
Joe Garrett
703 830-0613

For universities, foundations, and non-profits:
Wendy Mansfield
202 686-0933

For research firms:
Mike Lawrence
202 370-6345

For public affairs and PR firms:
Chris Moessner
202 640-6519

For health policy studies:
Jordon Peugh
646 742-5334

On matters related to existing contracts:

J. Michael Dennis

Headquarters Mailing
J. M. Dennis, Ph.D.
Knowledge Networks
2100 Geng Road
Suite 210
Palo Alto, CA 94303

KnowledgePanel CalibrationSM Webinar:

A Technique to Blend Probability and Non-probability Internet Samples

  • Recorded Video
  • Slides
  • Q & A

Fact Sheet

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