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Featured Product
NSE Consumer Research Paper - A Demonstration of Professional Test-Taker Bias in Web-Based Panels and Applications NSE Consumer Research Paper - A Demonstration of Professional Test-Taker Bias in Web-Based Panels and Applications

US$ 99.95 Buy Now

18 pgs, 7 charts, 7 graphs, 71 references (Joseph wrote it, remember?)
Abstract: The use of online forms and questionnaires, focus groups and similar research organs as a basis of soliciting website visitor information and attitudes has become a staple in the online world even though the flaws with such organs have been long understood and documented in research literature:33,68

Marketing research methodologies that rely on questionnaires and standard surveys are inherently loaded with biases and errors related to the sampling frame, the survey instruments, the interviewers and the fact that the respondents know that they are being evaluated. ...
    - Eric Drouart, Former VP, International Operations, Bristol-Myers Squibb
 
Often market research firm panels are solicited to both expedite results collection and to specify the required demographics in the response group.

NextStage has been monitoring such uses for several years and began to question the accuracy of panel responses for market research and related purposes based on a) its own researches and b) papers published by others regarding focus groups, online survey anomalies and response abnormalities that could be culturally or cognitively based. Testing conducted from Q4'08 through Q2'09 demonstrates that measurable biases exist in panel-based responses to online surveys.