The sourcing challenge

Date of publication: October 29, 2009

Abstract:

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.

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