Internet and mobile ratings panels
Venue
Online Panel Research: A Data Quality Perspective, Wiley (2014), pp. 387-407
Publication Year
2014
Authors
Philip M. Napoli, Paul J. Lavrakas, Mario Callegaro
BibTeX
Abstract
This chapter examines how Internet (PC and mobile) ratings panels are constructed,
managed, and utilized. We provide an overview of the history and evolution of
Internet/mobile ratings panels and examines the methodological challenges
associated with creating and maintaining accurate and reliable Internet/mobile
ratings panels. The research that has assessed the accuracy and validity of online
panel data is critically discussed; as well as research that illustrates the type
of scholarly and applied research questions that can be investigated using online
ratings panel data. The chapter concludes with a discussion of the future of online
ratings panels within the rapidly evolving field of Internet audience measurement.
