Who Participates in Household Scanning Panels?
We compare two widely used household scanning panels maintained by the Nielsen Company and Information Resources Inc. to a random sample of the U.S. population. Results indicate that the demographic characteristics of the random sample more closely match the Census Bureau data than the household scanning panels. We also show that after controlling for demographic differences, participants in the household scanning panels are slightly more price sensitive than participants in the random sample. The two household scanning panels yield similar results in relation to one another, which suggests that the household scanning panels may suffer from sample selection and participation biases. Copyright 2010, Oxford University Press.
Volume (Year): 93 (2010)
Issue (Month): 1 ()
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