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Blending with Social Networks

The ideal blend is one that combines multiple online panels in such a fashion as to create a representative sample. However, the general approach used to achieve this end can also be used for other purposes. Amidst growing concerns about sample availability of certain demographic groups in opt-in panels, research companies are increasingly attempting to augment their sample with other sources, such as social networks. As seen below in our Buying Behavior segmentations, however, social networks provide respondents who report drastically different purchasing behaviors than those from panels. An uncontrolled mixture of the two will lead to unpredictable fluctuations in tracking study results. By behaviorally profiling both sources and ensuring that no demographic group changes beyond a certain statistical tolerance, we can arrive at the Maximum Blending Percentage, which determines the maximum allowable share of social network respondents while ensuring consistent results.




CASRO Online Conference 2011: Optimum Blending of Panels and Social Network Respondents


Optimum Blending Solutions


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