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Activity Number:
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499
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Type:
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Contributed
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Date/Time:
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Thursday, August 10, 2006 : 8:30 AM to 10:20 AM
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Sponsor:
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Social Statistics Section
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| Abstract - #307266 |
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Title:
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Comparing Internet Users and Nonusers' Behavior toward Market Products
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Author(s):
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Nuria Diaz-Tena*+ and Robert Benford
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Companies:
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Mathematica Policy Research, Inc. and TNS-Global
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Address:
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600 Alexander Park, Princeton, NJ, 08543,
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Keywords:
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web survey ; internet user ; bias ; segmentation
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Abstract:
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Web surveys are used for obtaining information about consumer habits, so that companies can identify segments of the population with different behavioral attitudes towards market products. Only 70 percent of the American population has access to the internet, therefore the samples are weighted to mimic the US population. We used the Sprint telephone survey conducted by TNS which includes a question to identify which sample cases have internet connections at home or at work. We compared the bias of representing the entire US population with the internet users only. We tested for significant differences among internet users and non internet users towards market trends and compared the results.
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