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How can ONLINE respondents be representative of OFFLINE audiences?

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May 19, 2015 11:55 AM



Ofcom needed to establish a value-for-money tracker to measure consumer behaviour regarding online and on-demand ‘TV-like’ services. Whilst online fieldwork is often more cost-effective than other methods, it does not always deliver the most representative and robust results. This case study demonstrates a new technique that provided online results that were as representative as if they had been collected offline – a successful methodology that has since been used on other projects.

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