Online VS. offline administration of print audience measurement studies
Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently in use. This study found that the web-based versions produced media measures highly correlated with the paper-based versions. However, web measures were higher on average for readership audience estimates and lower on average for viewership audience estimates. Response rates were lower among web-based consumer respondents, but higher among web-based business respondents.
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