2006 ESOMAR White Paper: Benefits and Challenges of Multi-Sourcing

The paper discusses the results of a comparison study of nine US sample providers, and shows that, beyond demographics, each sample source has an inherent bias because of the way that they recruit, manage, reward, and communicate with their members. It shows that multi-sourcing can provide a stable and representative sample under certain conditions, and gives concrete examples of how to manage multiple sample partners.

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2006 ESOMAR White Paper: Benefits and Challenges of Multi-Sourcing

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22 pages; 13 charts