Founded in 1979, Mktg, Inc. has always had a reputation for quality data collection. For the past three years, Sample Source Auditors™, a division of Mktg, Inc. led by Steve Gittelman and partner Elaine Trimarchi, have championed the need for standardized metrics for quality online research. Both have thirty years of data collection experience and have made the mad pursuit of online quality their mission. The Sample Source Auditors™ are best known for their continuous tracking studies, the Grand Mean Project™ and Consistent Track™. They now have rigorously analyzed some 200 global panels and have tested the consistency of a dozen or more.
Through the Grand Mean Project™, effective metrics to monitor and audit online panels were developed. In their view, we should be able to identify real shifts in data from variation in the sample frame. They have found that data source characteristics vary widely across international borders (Figure 1) and far less so within countries (Figure 2).
Through a unique audit program, Consistent Track™, panels are analyzed for consistency over time. Using a standard questionnaire and deploying it at different intervals, Consistent Track™ measures the consistency of the survey results for each wave. Key factors like demographics, purchasing behavior segments, socio-graphic segments, media segments, and undesirable respondent behaviors such as speeders, straight-liners and hyperactive respondents, are compared to the ''Grand Mean'' (average responses for these measures). Using optimization models, input panel sources are manipulated so that output is fine tuned (Figure 3).
Their panel Certification Program is published on their website: www.mktginc.com. Here you will find information on levels of certification along with a list of sample sources that have been awarded Grand Mean certification. Whether you have an international study in field or are planning for one in the future, the Grand Mean provides a lavish quality tool for managing online projects.
Mktg, Inc. provides an array of services to ensure your research studies are of the highest quality and standards: Optimum Blending Solutions™ reduces the variability around the Grand Mean by blending samples; QMetrics™ identifies the worst online respondents and deletes rogue respondents; Crop Duster™ digital fingerprinting software for eliminating duplicate respondents; State of the art programming & hosting; 160 CATI stations.
Elaine Trimarchi | Executive Vice President
Tel: 631.277.7000 | Cell: 631.664.1308
200 Carleton Avenue, East Islip, NY 11730
Elaine@mktginc.com | www.MktgInc.com Blog: www.SampleMetrics.com
