[ Summer 2007 ]
The accuracy of research may seem like a straightforward topic; but its nuances are, in fact, numerous. Beyond sampling and response rates, we should recognize that accuracy should also mean rightly identifying and measuring the unique qualities of our topic; to be truly accurate means going beyond cookie-cutter metrics to reveal the full value of a given medium, product, or service. So accuracy ultimately comes back to attention to quality and service at many levels – not just the methodological.
Several of our articles this time touch on this challenge: finding the right "engagement" to serve a given medium; capturing the impact of in-store TV ads; and adding value to research through well-chosen analytics. In addition, we have an intriguing conversation with Dr. Markus Prior about the parallel cultures of information and entertainment, and an engaging article from our own Charles DiSogra about the right way to weight.
We welcome your comments on A*I/R! Please write and tell us what you would like to see more of or less of and hope to see in the future.
– David Stanton
Editor
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The New Media Effect on Political Participation: A Conversation with Markus Prior
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Finding Metrics for a Brand-New Medium: A Conversation with Lynn Gutstadt |
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Weight, Weight, Don't Tell Me!
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Making Quality Real |
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Knowledge Networks Publication Summary
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Has the Internet created a greater number of informed voters – or has it merely accentuated existing tendencies to seek out or avoid political information? This is just one of the provocative questions addressed by Princeton University's Dr. Markus Prior, author of
How can you be certain that good survey data—the product of good instruments and good design—will deliver accurate results? Weighting is the answer. KN's Chief Statistician looks at the quality issues behind effective weighting, and talks about the special steps involved in weighting KN's statistically representative panel. 
