Using Margin of Error with Non-Probability Panels
Most marketing researchers know that using Margin of Error with convenience samples, non-probability samples, and online research panels is inappropriate. However, some researchers continue to report MOE as there does not seem to be a simple or any alternative.
During this recently recorded presentation, Ipsos and a panel of experts discussed:
- Why is it appropriate or inappropriate to use MOE with online research panels?
- Is it appropriate to use MOE with other types of research, e.g., telephone surveys / RDD
- Are there any appropriate alternatives that give similar guidance?
- If there are no appropriate alternatives, what should researchers do to guide people interpreting their data?
- How can researchers/pollsters who do not use MOE compete with pollsters who do use MOE, particularly when research users demand it?
- How are research users supposed to know good from bad without seeing MOE or alternatives?
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