In the last couple blogs I’ve been discussing an American Association for Public Opinion Research (AAPOR) report which concludes that Internet surveys may not yield valid, reliable results.  While online sampling may be fine for projects like a Public station surveying their contributors, trying to project online sampling to a general population appears troubling.  There’s no doubt that we are in a state of ferment when it comes to providing clients with cost efficient, reliable research.  Here are some recent observations that may shed some light on defensible, cost-efficient research procedures.

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Last week, I cited a March 2010 American Association for Public Opinion Research (AAPOR) report, concluding that Internet surveys may not yield valid, reliable results.  Let’s take a look at the challenges to achieving a cost-efficient, random (probability) sample…even before the advent of the New Media Age.

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After reading a recent report from a well-respected research organization, I can understand how some may be left with a sinking feeling whether the research they are conducting is accurate.  With radio going through hard times, there is a push to drive research costs down by doing Internet surveys.  However, according to a March 2010 American Association for Public Opinion Research (AAPOR) report, Internet surveys may not yield valid, reliable results.  So, the question is whether accuracy is being sacrificed for cost.

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We’re about to have a census of our population conducted in 2010.  A census is where everyone is a respondent.  In the media world, there is a parallel census or canvass available of everyone using an Internet site or stream to glean crucial usage information.  This comprehensive canvass may have a profound effect on how research is viewed and conducted in the future.

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There’s a shockwave resonating among Public Radio stations as the Portable People Meter (PPM) ratings roll in.  The dynamics of this shockwave may reverberate to any station that traditionally has relied on a loyal, passionate audience that registers long Time Spent Listening (TSL) to overcome a relatively smaller Cume base.

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