[ Fall/Winter 2007 ]
We are happy to end the year as we began it – informing you about the issues that matter in research accuracy. At a time when the word quality is on everyone's lips, what are the real differentiators of good from mediocre that could affect you and your business? The third issue of our newsletter Accuracy's Impact on Research (A*I/R) looks at quality from a variety of angles – interviews with key researchers and consultants; a look at the importance of panel relations to panelist engagement; and a new syndicated product that comprehensively measures the national Yellow Pages media universe. Take a look at what's here – and give us your feedback, for 2008 and beyond. Happy Holidays and have a great New Year!
–The KN Team
know@knowledgenetworks.com
TABLE OF CONTENTS |
Opt-in Panels and Decision Making: Learning to Tell a Cat from a Pig
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From Phone Books to MySpace: Assessing the Complete YP Universe Fragmentation in every area of the media universe is making a comprehensive view of the Yellow Pages business more complex. But an innovative approach – embodied in KN's new The Y AdvantageSM – delivers a complete, single-source view that is essential for accurate and efficient use of YP media, including Web search. |
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The pioneering consultancy rEvolution has helped dozens of top-drawer clients define the best ways to maximize the value of sports and event marketing. A*I/R spoke to rEvolution's insightful president and founder, John Rowady, about new, accurate methods for establishing ROI and the future of corporate involvement with sports and events. |
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Building Trust with Online Panel Members: A Path to Quality Data The process of engaging a member of an online panel in a truly meaningful way is not fast or simple; it involves creating a sense of community where voicing opinion and making a difference in the wider world takes precedent. The Director of Panel Relations for KnowledgePanel® tells how to create a more dynamic and personal experience for panel members. |
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Making Quality Real: Delivering an Accurate, Highly Service-oriented Approach to Online Research Audrey Rosen tells how she has helped key companies find the quality online research they need to answer their most important business and marketing questions. |
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The expression "the cat is out of the bag" means that someone has been caught knowingly doing something they shouldn't have; this assessment applies to much online research today. The "cat" is opt-in panel research; experience and some head-to-head comparisons have shown that today's opt-in data could well be contradicted by tomorrow's – and that is not a good thing for people who rely on it to draw conclusions and make decisions. 
As director of the C.S. Mott Children's Hospital National Poll on Children's Health (NCPH), Dr. Matthew Davis has been spearheading an important series of surveys on major health care issues and trends affecting the youngest Americans.
The new edition of our Decision Maker's Guide (PDF or print) illuminates the facts and fictions around online research and reviews the year's developments in the field. And the "Toolkit" (ZIP or CD-ROM) puts more than 20 essential documents for understanding online research quality at your disposal. To order one or both of these indispensable resources, click here. |
Two new free resources – available now!| Past Issues | ||
1. Spring 2007 |
5. Summer 2008 |
