Research Newsletter September 2008

When is a Sample Size too Small?

The issue of small number of respondents becomes apparent when combining low incidence and small target samples. Low incidence and/or small sample sizes may result in limited data for analysis. A minimum sample size of 40 is considered stable and usable information. Without an adequate number of respondents, the ability to break down the data is compromised.

Samples of low incidence population are a cause for concern. It is important to understand what approaches are available to deal with this issue. Read More

Inside this Issue

When is a Sample Size too Small?
Who is Online?A Profile of Canadian Internet Users
Canadian Study Findings Supports NADbank Data
Newspaper Remains An Effective Vehicle for Advertisers

 

Who is Online? A Profile of Canadian Internet Users

With 8 out of 10 Canadian Adults accessing the Internet in the past three months, it is hard to ignore the growing reach and importance of this medium. The NADbank Study is a reliable source for users looking for information on the online population.

An obvious place to start is finding out who is online. 

78% of adults 18+ accessed the Internet in the past three months based on data for All Markets measured in NADbank 2007. Read More

Canadian Study Findings Supports NADbank Data

A recent release by Canadian Internet Project (CIP- 2007 Survey) provided insights on the behaviour and attitude of both users and non-users of the Internet in Canada. The Study explored the economic, cultural and social implications of the Internet medium in Canada. .

Both NADbank and the Canadian Internet Project (CIP) studies confirm the current demographic profile of the average Internet user in Canada. Read More 

Newspaper Remains An Effective Vehicle for Advertisers

Advertisers often target Internet users because they are considered better educated, younger and have higher disposable income. The increasing penetration of the Internet has changed the way marketers view the advertising effectiveness of traditional media such as newspapers, television, radio and magazines.

Are Internet users spending less time with traditional media compared to non-users? Read More

Also this month: 

  • Fall Wave of Telephone Interviewing ongoing
  • Anne Crassweller will present a paper on the NADbank Second Online Test at the Esomar Conference scheduled to be held in Dublin, Ireland October 21-23, 2008
  • Finalized 2009 mail-back questionnaire completed. This incorporated recommendations made by the Product Sub-Committee.

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