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October, 2008

Between Random Samples and Online Panels: A review of four independent online surveys & NADbank’s telephone survey. October, 2008. Today……. Modified RDD telephone methodology Declining response rates Cell phone only households Increasing ethnic diversity

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October, 2008

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  1. Between Random Samples and Online Panels:A review of four independent online surveys & NADbank’s telephone survey October, 2008

  2. Today…… Modified RDD telephone methodology • Declining response rates • Cell phone only households • Increasing ethnic diversity • Online interviewing increasingly popular

  3. Learning from 2006 test…… For Online Panel and Telephone Sample: • Different demographic profiles • Different media habits • Wired population and online panelists differed • Fundamental differences between the two research protocols

  4. What next? • Parallel with the telephone 2007 Fall Study in Toronto, Halifax and Québec City. • Target samples: 2000 in Toronto, 400 in Halifax & 500 in Quebec City.

  5. Why a second test? • Same or different results? • Consistency among suppliers? • What markets? Is an online panel an appropriate alternative to telephone RDD sample?

  6. Benchmark The Telephone sample was the benchmark

  7. No consistency…… …in the composition of the panels • to the population, the telephone sample or • among panels Examples of examples……much more where these came from

  8. Demographic bounce: findings

  9. Time Spent Yesterday in MinutesToronto

  10. Readership Differences in Toronto • Read yesterday by newspaper • Read online newspapers last week

  11. Toronto – a competitive market • 2 national paid dailies • 2 local paid dailies • 2 local free dailies

  12. Read yesterday varies by panelSelected Newspapers

  13. Read Online Past Week Selected Papers

  14. Is a reader a reader? Hypothesis A: A paper’s readers will be similar demographically, whether found in an online panel or through an RDD telephone sample

  15. Read Toronto Star Yesterday

  16. Read The Globe and Mail Yesterday

  17. Is a reader a reader? Hypothesis A: A paper’s readers will be similar demographically, whether found in an online panel or through an RDD telephone sample False

  18. ….and target group profiles? Hypothesis B: Various segments of the population will exhibit similar characteristics, whether found in an online panel or through an RDD telephone sample

  19. Blue Collar WorkersSelected demographics

  20. Blue Collar Workers Read Yesterday

  21. Blue Collar WorkersReadership of Sports and Business/Finance Pages Usually Read Sports Pages Usually Read Business/Finance Pages

  22. ….and target group profiles? Hypothesis B: Various segments of the population will exhibit similar characteristics, whether found in an online panel or through an RDD telephone sample False

  23. Conclusions from the test • Too much flux in amplitude and direction • Inconsistent results one panel to another • Inconsistent results within a panel • No panel “tracks” benchmark (telephone) consistently • All panels fail face validity tests • Corroboration from other studies/sectors • No obvious “conversion factor” or “weight” to bridge the differences

  24. Where do we go from here? As a buyer, what are the issues? • RDD versus convenience samples • Administered versus self-completion surveys • Incentives • Professional respondents

  25. Where do we go from here? Other options to investigate…. • Hybrid models? • Attitudinal weighting? • Build panels from a random and representative sample of households? • Work with other industry organizations to share in costs of panel development?

  26. Its too early to move…… …….but the telephone platform is becoming stressed. Research will show us the where and when to move.

  27. Tell me it ain’t so……..

  28. Toronto 890 Yonge Street Suite 200 Toronto, Ontario M4W 3P4 416-923-3569 Montréal 4366, rue Sainte-Antoine Montréal, Québec H4C 2C7 514-932-9720 www.nadbank.com

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