1. Membership in Online Research Panels presentation of results from a BRI Omnibus telephone survey April 29, 2010 asdf

2. About ●Braun Research, Inc. ●Since its founding in 1995, Princeton, NJ-based Braun Research has conducted nearly 8,000 phone and online data-collection projects for a blue-chip roster of academic, political, non-profit and corporate clients 2

3. Background ●Methodology ●Fielded as part of BRI’s ongoing omnibus research program ●Interviews conducted between March 23-29, 2010 ●Telephone survey using random-digit dialing method ●Total sample of… ●2,008 American adults, with results having a margin of error of +2.1% ●n=1,500 landline phone households ●n=508 cell-phone users ●Results weighted to known U.S. Census demographics 3

4. Questions Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone ●Membership ●“Are you a member of an online panel where you conduct surveys for cash or prizes?” ●Participation ●“How many online panels are you currently a member of?” ●Frequency ●“How many surveys have you completed in the last month/six- months/year?” ●Satisficing ●“Would you say you have ever exaggerated to qualify for a survey?” 4

5. Membership & Satisficing Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone ●Less than 1 in 20 probability-sampled telephone respondents reported membership in an online research panel ●Of self-reported online-panel members, 8.3% acknowledged exaggerating a response to participate in a survey 5 Some results may not add up to 100% due to rounding and/or respondents answering “unsure” or “don’t know” “Exaggeration” question asked only of self-reported online research panel members Ever exaggerate to qualify?Member of online panel?

6. Online Panel Membership by PHONE TYPE Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone ●Cell-phone usage bears some correlation to online panel membership Online Panel Membership by PHONE TYPE type of phone contacted on 6 Some results may not add up to 100% due to rounding and/or respondents answering “unsure” or “don’t know”

7. Online Panel Membership by AGE Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone ●Membership skews younger (below age 35) ●Especially high among 18-24 year olds ●Precipitous decline among Seniors age 65+ Online Panel Membership by AGE years old 7 Some results may not add up to 100% due to rounding and/or respondents answering “unsure” or “don’t know”

8. Select OUTLIERS of panel non/membership Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone Above average likelihood of belonging to an online panel Below average likelihood of belonging to an online panel 8

9. Participation by NUMBER of panels Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone ●While a majority of respondents are members of one online panel, almost half report participation in two or more panels How MANY online panels are you currently a member of? 9

10. Participation by FREQUENCY of surveys Braun Research RDD telephone survey of 2008 American Adults fielded 3/23-29/10 | margin of error +2.1% | n=1,500 landline | n=508 cell-phone 10 How MANY surveys have you completed in the past…?

11. Findings & Implications ●4.9% of U.S. adults are currently members of online research panels ●According to the most recent (2008) census estimates, approximately 230 million adults currently reside in the U.S. ●The nation-wide universe of American adults participating in online research panels is therefore projected to be 11.25 million individuals ●If the most generous possible margin of error is factored in, perhaps the nation-wide universe of American adults participating in online research panels is as high as 16 million people 11

12. In Conclusion part 1 of 3 “Researchers should avoid nonprobability online panels when one of the research objectives is to accurately estimate population values. There currently is no generally accepted theoretical basis from which to claim that survey results using samples from nonprobability online panels are projectable to the general population. Thus, claims of ‘representativeness’ should be avoided when using these sample sources.” “Further empirical research to date comparing the accuracy of surveys using nonprobability online panels with that of probability-based methods finds that the former are generally less accurate when compared to benchmark data from the Census or administrative records.”* *AAPOR (2010). “AAPOR Report on Online Panels, pg. 52. Available from www.aapor.org, March, 2010 12 ●AAPOR believes…

13. In Conclusion part 2 of 3 13 ●Braun Research believes our survey’s findings are consistent with the conclusions reached in AAPOR’s recent taskforce report ●We therefore recommend a careful, considered, and nuanced approach to data-collection projects that involve the use of non-probability online research panels

14. In Conclusion part 3 of 3 Questions? 14