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Internet and mobile ratings panels

Philip M. Napoli
Paul J. Lavrakas
Online Panel Research: A Data Quality Perspective, Wiley (2014), pp. 387-407


This chapter examines how Internet (PC and mobile) ratings panels are constructed, managed, and utilized. We provide an overview of the history and evolution of Internet/mobile ratings panels and examines the methodological challenges associated with creating and maintaining accurate and reliable Internet/mobile ratings panels. The research that has assessed the accuracy and validity of online panel data is critically discussed; as well as research that illustrates the type of scholarly and applied research questions that can be investigated using online ratings panel data. The chapter concludes with a discussion of the future of online ratings panels within the rapidly evolving field of Internet audience measurement.