Abstract:

This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing. The research is significant because it demonstrates contrary to the conventional wisdom in the United States that the Internet can be used for research on mainstream fast-moving consumer goods (FMCG) products. The key as we will show is to recruit a demographically representative panel from what is presently a non- representative population and then to calibrate the responses of that panel through extensive parallel testing.