More Than a Few Wrinkles

Google has entered the market research space. This should surprise no one. comScore consistently ranks Google as the most visited Web site, with more than a billion unique visitors worldwide, and the company has been relentless in finding new ways to monetize that user base. More surprising in this...

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Bibliographic Details
Published in:Marketing research (Chicago, Ill.) Ill.), 2012-10, Vol.24 (3), p.22
Main Author: Baker, Reg
Format: Article
Language:English
Subjects:
Accuracy
Probability
Search engines
Online Access:Get full text
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Summary:Google has entered the market research space. This should surprise no one. comScore consistently ranks Google as the most visited Web site, with more than a billion unique visitors worldwide, and the company has been relentless in finding new ways to monetize that user base. More surprising in this instance is how it has chosen to do it. Users are intercepted and offered survey opportunities when they visit selected sites, "publisher Web sites" in Google speak. These sites have premium content normally available only through subscription. In exchange for taking a survey, the user gains access to that content. Google chose to demonstrate the accuracy of its method by designing a short survey of just seven questions (three about media use and four about health status and behavior) and fielding it with a probability-based online panel, a non-probability panel and Google Consumer Surveys, iterated 13 times.
ISSN:1040-8460