Second Online Test Results

The findings from the first test conducted in 2006 were confirmed by this second test. As well, there was no consistency among the online panels in any of the markets measured; Toronto, Halifax or Québec City. The media behaviour and newspaper reading habits differed between the panels and with the telephone sample; not one of the panels tracked the telephone sample and there was no consistency in the magnitude or directions of the differences. Several outstanding issues will have to be addressed before any potential move can be made to a web-based survey platform. The committee recommended that NADbank continue with the current platform.

The Technical Committee, the Board and four research partners have seen these results. There will be an overview of results on the website in November and the Roadmap committee will continue to review the issues and keep abreast of new developments in panel development and management.

The results will also be presented at an ESOMAR Panel Conference in October. There is great interest internationally, as well as here in Canada, about the implications of this research.