A case study, which demonstrates methodological approaches to sensible migration from traditional methods of data collection, such as face-to-face to online. Data analysis from a JDPAP syndicated study, using a large robust face-to-face sample, demonstrated how the internet connected sub-sample can be used to weight and calibrate the internet sample in any Asian country, to be representative and valid. This paper investigates how adoption of internet methodology might impact on results and consistency in data outputs, and how to scientifically manage this migration. The paper addresses one of the key challenges facing developing markets that might not have high internet penetration, and the experiences of managing and ensuring data collection quality, using the internet. The comparison of the internet connected sub-sample, with the total sample interviewed face-to-face is akin to conducting parallel research. Differences in data output for the two samples are presented, and weighting strategies necessary to calibrate the internet sample, and build a bridge between methodologies, provide many insights for migration to online in Asia.
An earlier presentation by the authors at the ESOMAR 2006 Panel Conference identified that a hidden bias exists as a result of respondents belonging to multiple online panels. This presentation provides a remedy to remove this bias when preparing research outputs. The procedure, known as non-parametric modeling using CART, provides an elegant solution to this issue. Other weighting processes are too simplistic to model all possible effects simultaneously.
We are presenting a paper on the representativeness of panellists who are in multiple panels as compared to those in one or a limited number of panels. Our paper assesses the data received from respondents on only one, a few, and multiple panels and compares the same data with information collected by CATI. We have found major differences in the attitudes of those who participate on multiple panels, while the demo-graphic may be similar, as compared with others in only one panel.in some instances the attitudes of those in only one panel are closer to those who were interviewed by CATI than the attitudes of those on multiple panels. Case study material will be presented using a range of questions relating to attitudes and behaviour, to test the hypothesis that people on multiple panels are not representative of the population.the data has been extensively tested for significance and exhibits strong correlation between multiple panels and certain attitudes. Examples of this difference are that people in multiple panels are more likely to be price sensitive than influenced by brands Price is more important to me than brand names. We found that the deviation from CATI results increased proportionally as the number of panels a respondent belongs to increased.We have identified that there are major differences between people who are members of only one panel, and those who are members of multiple panels. these differences are seen in demographics, attitudes and behaviour.
This presentation sets out benefits and disadvantages of online as a research methodology. Rigorous processes and quality controls are necessary in setting up good online research. Clients need reliable and representative sample frames to work with when determining sample design, while panel operators should have tested panel representativeness, as well as any weighting procedures required to ensure the sample provides a valid reflection of the target group being researched. The presentation also presents views on the future shape of the industry.