We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Moving an established survey online - or not?
- Authors
Barber, Tim; Kaul, Sumran; Chilvers, Dave
- Abstract
This paper details an experiment to migrate a long-established survey from a face-to-face to an online methodology. The survey--Ofcom's Media Tracker--has been running for more than ten years and has generated a longitudinal dataset of great value for assessing trends over time. The value of this dataset needs to be protected against any discontinuity caused by methodological change. A novel technique was developed to determine which variables in addition to demographics should be used to reweight the data from an offline survey to best replicate what would have been achieved had the traditional data collectionmethod continued. The results helped Ofcom to make a decision about migration for this particular survey and, more generally, provide a useful addendum to existing knowledge regarding successful modal migration.
- Subjects
GREAT Britain. Office of Communications; SURVEY methodology; INTERNET surveys; FACE-to-face communication; RESEARCH methodology evaluation
- Publication
International Journal of Market Research, 2013, Vol 55, Issue 2, p187
- ISSN
1470-7853
- Publication type
Opinion
- DOI
10.2501/IJMR-2013-019