Online access panels have enabled cheap survey research to proliferate in the past decade. However, the results obtained from these convenience panels can be biased and unrepresentative due to the sampling methods employed. Sample matching against a smaller, but statistically representative panel has been suggested as a means to reduce sample bias and to enable a statistically representative sample to be selected. This presentation examines the extent to which bias can be reduced using this approach, and the relevant factors that must be taken into account.
This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and research needs of the U.S. outdoor industry. It describes the deployment of the service in Chicago, and summarises the key elements of the research. In addition, it elaborates on the participative process used with media owners, agencies, advertisers and industry bodies and the importance of that process in creating a 'Gold Standard' currency.