THE WIDER BUSINESS SPECTRUM
Between random samples and online panels
Anne Crassweller and Judy RogersAbstract
- Millions of dollars of advertising revenue are teetering on readership and profile estimates of how many and who reads specific daily newspapers. In this environment, how are print media and advertising mavens going to determine when or if to move to online panels?
- TNS Canadian Facts, Ipsos Canada, Synovate Canada, and Decima Harris implemented online panel studies that mimicked, to the extent possible, the traditional newspaper readership study conducted by the Newspaper Audience Databank Inc. (NADbank). Simultaneously, the traditional modified RDD telephone sample readership study was ongoing.
- Key findings from this data laboratory will be presented. The focus is to aid decision makers in understanding what factors might be taken into account in order to determine if now is the time to “make the leap” to online. If not, what would be the next lily pad? Does anyone have a hybrid to offer?
Anne Crassweller
Anne Crassweller is the President of NADbank, the Newspaper Audience Databank. Anne joined NADbank in March 1998.
Since joining NADbank, Anne has led the organization to expand and improve the Study. Throughout her career Anne has been involved with several Canadian media research organizations. These include the technical committees of PMB (the Print Measurement Bureau) and COMB (the Canadian Outdoor Measurement Bureau). Anne has also been actively involved with the Canadian Advertising Research Foundation (CARF), the Bureau of Broadcast Measurement (BBM), and the Broadcast Research Council.
Prior to joining NADbank Anne consulted to several companies in the advertising and media sector, including sales organisations, advertising agencies, and retail advertisers. She started her career at J. Walter Thompson where she held a number of positions including Media Research Manager and Associate Media Director.
NADbank is a tri-partite organisation made up of daily newspaper, advertiser and advertising agency members. NADbank designs and conducts newspaper audience research in 54 Canadian markets to assist in the buying and selling of newspaper advertising.
Judy Rogers
Judy Rogers, President, Research Resolutions & Consulting Ltd. has been a survey research practitioner for over 30 years. During this time, she has worked on research projects covering a wide range of product areas. For the past twenty years, her focus has been on tourism and recreation with a specialty in editing, managing, tabulating and reporting on large tourism surveys, with a particular interest in customizing these large data sets to the needs of small and medium sized tourism operators across Canada. She has been a technical consultant to tourism departments Canada’s provinces and territories for over a decade and to the Newspaper Audience Databank (NADbank) since 2001.