Whitepaper
THE HIGH COST OF CHEAP SAMPLE
Evaluating the Reliability and Validity of a Publisher-Driven Online Sample Source
What if the data you gather to help you make a decision is completely wrong? If you consider the cost of a bad decision, what is the real price of that inexpensive sample?
In this whitepaper, we look at the reliability and accuracy of a popular survey service that offers the ability to ask Internet users who are trying to access “premium content” to complete a short survey. They must complete the survey before getting access to the content. It sounds reasonable enough: give an incentive and get a response.
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