IntelliQuest has conducted a controlled experiment comparing three possible Web-based versions of their Computer Industry Media Study (CIMSâ„¢) questionnaire with the paper version now in use. The study found that although all three Web-based readership measures were highly correlated with the paper-based estimates, response rates were materially lower, and readership estimates were materially higher on average.
Symposium: 1999: Florence, Session 9 - Web Measurement and Marketing
Authors: Appel, Valentine, Elder, Andrew, Incalcatera, Tony
Organisations: Consultant, IntelliQuest
Topics: Internet (as data collection tool)