Webcast: Improving the Accuracy of Marketing Survey Data with New Statistical Approaches

Advertisers, media companies, and market researchers are seeking cost-effective consumer survey approaches that can take advantage of the scientific rigor of probability sampling while leveraging the scale of inexpensive non-probability, opt-in online samples.

This webinar addressed how traditional probability and non-probability samples can be combined to upgrade the accuracy of information collected from opt-in online surveys. TrueNorth®, an innovative statistical approach developed by NORC at the University of Chicago has been successfully applied to high-profile projects such as AP VoteCast, which provided major news organizations accurate estimates of the vote as they declared winners in the 2018 midterm elections.

Attendees learned about…

• Combining probability and non-probability samples in a way that mitigates the potential bias of non-probability samples.
• How this new approach to surveys can address upscale and “yea-saying” bias in opt-in consumer research.
• How it can help survey hard-to-reach demographics such as young adults.

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Featured Speakers

Ipek BilgenSenior Research Methodologist
NORC at the University of Chicago

David SterrettSenior Research Scientist
NORC at the University of Chicago