IAB study calls for better Internet research

08/6/2010 | MediaPost Communications

Small samples and weak response rates, not to mention "quasi-experimental" approaches, are among the problems plaguing online brand research, according to an Interactive Advertising Bureau report. The study was authored by Nielsen's former chief research methodologist, Dr. Paul Lavrakas. IAB plans to create a task force to educate advertisers about the findings and will develop a list of best practices to help improve brand research online, it announced.

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