About Me

Welcome to my site! I am a data science leader currently employed by NBCU as V.P. of Currency and Cross-Platform. In my most recent work life, I worked at Comscore as V.P. of Cross-platform Analytics and was responsible for developing new statistical and computation techniques for TV, OTT (over-the-top) and Digital business initiatives (CCR, XME, and LXP products), supporting both current enhancements and new product development. Up until 2017, I worked at Nielsen as Executive Director, Data Science, on multiple cross-platform measurement initiatives (MTVR, DAR, Roku OTT, TCR, etc.). I previously worked in data science leadership roles at BARC, Nielsen Company, Gallup Organization and Knowledge Networks, where I focused on business initiatives involving TV and cross-platform audience measurement solutions. I have voluntarily served as the co-editor of a survey research and public opinion online journal – Survey Practice (Survey Practice). More information about my work and academic profile can be found in my LinkedIn page.

I have worn many hats in my career including industrial engineer, web-developer, and programmer. My current research interest is anything and everything related to cross-platform audience measurement and analytics. I am also interested in working on research projects relating to mode effects, survey research methods, and analysis of panel data for examining panel attrition, recruitment and retention. I am open to network and connect with like-minded minds who share my research interests. You can reach me via LinkedIn for any correspondence or email me at  kumar dot rao at nbcuni dot com.

Lastly, the list below provides a quick citation-view of all my works listed in this site. Please note that this list is not complete. Research papers that are currently under review (by a journal) and those that are in works are not listed. They will be when the time is right.

Thanks for visiting!

BOOK CHAPTERS:

  1. McCutcheon, A. L., Rao, K., & Kaminska, O. (2013). The Untold Journey of Multi-mode (Online and Mail) Consumer Panel: From Optimal Recruitment to Retention to Attrition. In M. Callegaro, R. Baker, J. Bethlehem, A. S. Goritz, J. Krosnick & P. J. Lavrakas (Eds.), Online Panel Surveys: An Interdisciplinary Approach: Wiley.

PATENTS:

  1. Rao, K., Waldron, W. R., Ha, N. S., Kline, B. J., & Morgan, M. (2019). U.S. Patent and Trademark Office. Patent No. US 10,313,752 B2.
  2. Rao, K., Bell, S. S., Luo, T., & DeMay, D. F. (2019). U.S. Patent and Trademark Office. Patent No. US 10,311,464 B2.
  3. Rao, K. N., Luo, T., & Perez, A. R. (2019). U.S. Patent and Trademark Office. Patent No. US 10,217,122 B2.
  4. Rao, K., Yildiz, K. T., Haskell, J., Ion, C., & Zhang, M. (2018). U.S. Patent and Trademark Office. Patent No. US 10,045,082 B2.
  5. Rao, K., Luo, T., Perez, A. R., & Bell, S. (2018). U.S. Patent and Trademark Office. Patent No. US 9,953,330 B2.
  6. Goli, N. R., Jakkula, G., Reid, M. B., & Rao, K. (2017). U.S. Patent and Trademark Office. Patent No. US 9,838,754 B2.
  7. Srivastava, S. V., Oliver, J. R., Donato, P., Mazumdar, M., Aurisset, J., Rao, K., … Peng, Y. (2016). U.S. Patent and Trademark Office. Patent No. US 9,497,090 B2.
  8. Rao, K., Yi, P. F., Srivastava, S. V., Doe, P. C., Donato, P., Mazumdar, M., & Wong, D. (2015). U.S. Patent and Trademark Office. Patent No. US 8,973,023 B1.

JOURNAL PAPERS & MAGs:

  1. Rao, K., Yildiz, K., & Poppie, M. (2016). Nott Alone: Is OTT Making it cool again to watch TV together? Nielsen Journal of Measurement, 1 (2).
  2. Rao, K., Wells, T., & Luo, T. (2014). Speeders in a Multi-Mode (Mobile and Online) Survey. Alert! Magazine, Marketing Research Association, 54 (4).
  3. Rao, K., & Pennington, J. (2013). Should the third reminder be sent? The role of survey response timing on web survey results. International Journal of Market Research, 55(5), 651-674.
  4. Shin, E., Johnson, T. P., & Rao, K. (2012). Survey mode effects on data quality: Comparison of web and mail modes in a U.S. national panel survey. Social Science Computer Review, 30(2).
  5. Rao, K., Kaminska, O., & McCutcheon, A. L. (2010). Recruiting Probability Samples for a Multi-Mode Research Panel with Internet and Mail Components. Public Opinion Quarterly, 74(1), 68-84.
  6. Buskirk, Trent D., Mario Callegaro, and Kumar Rao. 2010. ‘N the Network’? Using Internet Resources for Predicting Cell Phone Number Status. Social Science Computer Review 28 (3).
  7. Baker, R., Blumberg, S. J., Brick, J. M., Couper, M. P., Courtright, M., Dennis, J. M., et al. (2010). Research Synthesis: AAPOR Report on Online Panels. Public Opinion Quarterly, 74(4), 711-781.

CONFERENCE PAPERS:

  1. Ion, C., Yildiz, K., Chen, S.-H., & Rao, K. (2016). Who’s Watching? A Panel Examination of Over-the-Top Audience. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  2. Chen, S.-H., & Rao, K. (2016). Who’s on Netflix vs. Hulu vs. Other? A Panel based examination of SVOD users. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  3. Yildiz, K., Rao, K., Ion, C., Chen, S.-H., & Liu, M. (2016). David vs. Goliath? Is Over-The-Top Challenging Traditional TV? A Case Study. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL
  4. Zhang, M., Rao, K., Fan, J., & Ion, C. (2016). Media Viewership in the Connected World: A Big Data Case Study. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  5. Burks, A. T., Haskell, J., Rao, K., & Mendrisova, H. (2015). Only for the Young at Heart: Co-Viewing on Mobile Devices and Viewing on the Go? Paper presented at the American Association for Public Opinion Research, Hollywood, Florida
  6. Peytchev, A., Rao, K., Link, M. W., & Shagrin, C. (2014). Evaluation of Alternative Weighting Approaches to Reduce Nonresponse Bias. Paper presented at the American Association for Public Opinion Research, Anaheim, CA.
  7. Luo, T., & Rao, K. (2014). Who Is behind That Screen? Solving the Puzzle of Within-Home Computer Sharing among Household Members. Paper presented at the American Association for Public Opinion Research, Anaheim, CA.
  8. Rao, K., Zhang, M., & Luo, T. (2014). Is It Too Much to Ask? The Role of Question Difficulty in Survey Response Accuracy for Measures of Online Behavior. Paper presented at the American Association for Public Opinion Research, Anaheim, CA.
  9. Dan, M. O., Rao, K., & Kurmlavage, V. (2014). Difficult Data: Comparing the Quality of Behavioral, Recall, and Proxy Data Across Survey Modes. Paper presented at the American Association for Public Opinion Research, Anaheim, CA.
  10. Rao, K., & Eckman, S. (2013). The Use of GIS Information as Auxiliary Data for Nonresponse Bias Analysis. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  11. Toupet, A., Zhang, M., Rao, K., Varma, S., & Perez, A. (2012). Humanizing the Internet Cookie? Key Learnings from an Online Panel. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  12. Yi, P., Rao, K., Varma, S., & Wong, D. (2012). Measuring Audience Duplication in a Cross-Media Ad Campaign Involving TV and Internet. Paper presented at the Empirical Generalizations in Advertising II, Philadelphia, PA.
  13. McCutcheon, A. L., Rao, K., & Kaminska, O. (2012). Recruitment and Retention in Multi-Mode Survey Panels. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  14. Ion, C., Rao, K., Varma, S., & Yi, P. (2012). Home or Work or Both? Assessing the Role of Duplication of Website Visitations Using a Online Metered Panel. Paper presented at the American Association for Public Opinion Research, Orlando, FL.
  15. Bell, S., Chmura, L., Rao, K., Kurzynski, D., Yancey, T., & Dolson, T. (2012). Is Past, the Future? Resampling Past Respondents to Improve Current Response Rates. Paper presented at the American Association for Public Opinion Research, Orlando, FL.
  16. Gutierrez, C., Wells, T., Rao, K., & Kurzynski, D. (2011). Catch Them When You Can: Speeders and Their Role in Online Data Quality. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  17. Rao, K., Dolson, T., & Kinnucan, M. (2011). Are you who you say you are? Using a Multisource Cross-validation Methodology for Panel Membership Information. Paper presented at the American Association for Public Opinion Research, Phoenix, AZ.
  18. Rao, K., & Kurzynski, D. (2011). How Can We Believe What They Say? The Role of Missing and Validating Data in Panelists Demographic Information. Paper presented at the American Association for Public Opinion Research, Phoenix, AZ.
  19. Rao, K., Kaminska, O., & McCutcheon, A. L. (2010). A View from the Top – A Comprehensive Analysis of Post-Recruitment Factors in a Consumer Panel Operation. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  20. Rao, K. (2010). The Theory and Evaluation of Anchoring Effect in Visually Administered Extremely Long Response Lists. Paper presented at the American Association for Public Opinion Research, Chicago, IL.
  21. Rao, K., & McCutcheon, A. L. (2010). Does One-time Inducements Help Long-Term Survey Participation? – A Case for Survival Analysis. Paper presented at the American Association for Public Opinion Research, Chicago, IL.
  22. Pennington, J. R., Rao, K., Krush, M., & Ball, D. (2010). Understanding How Consumers Cope with Food Safety Concerns: Using Qualitative Panel Data to Obtain a Complete Picture. Paper presented at the American Association for Public Opinion Research, Chicago, IL.
  23. Shin, E., Johnson, T. P., & Rao, K. (2010). A Comparison of Web and Mail Survey Respondents within a Mixed Mode National Survey. Paper presented at the American Association for Public Opinion Research, Chicago, IL.
  24. Rao, K., & Link, M. W. (2009). Recruitment of Minorities Using Address-Based Sampling (Abs): A Pilot Study. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  25. Lee, G., & Rao, K. (2009). Examining the Relationship Between Survey Response Elicitation Efforts, Respondent Motivation, and Satisficing: A Case Study of Web-based Panel Survey. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  26. Pennington, J., Rao, K., & Ball, D. (2009). Produce Food Safety in the Marketing Channel and the American Consumer. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  27. Gravelle, T. B., & Rao, K. (2009). Public Opinion toward NAFTA in the United States, Canada and Mexico: Insights from the Gallup World Poll. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  28. Rao, K., & Couper, M. P. (2009). Clarifying the “Progress” Of Progress Indicators. Paper presented at the American Association for Public Opinion Research, Hollywood, FL.
  29. Rao, K., Lee, G., & Ball, D. (2009). Dealing With Extremely Long Response Lists in a Mixed-Mode Survey Environment. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  30. Rao, K., Steiger, D. M., Kaminska, O., & McCutcheon, A. (2008). Effects of Incentives, Advance Letters, and Telephone Follow-up in RDD Recruitment for a Consumer Research Panel. Paper presented at the American Association for Public Opinion Research, New Orleans.
  31. Rao, K., Kennedy, C., & Buskirk, T. D. (2008). A New Hue of the Cell Phone-Only Landscape: Demographic Characteristics of Landline Cord Cutters New to Cell Phone-Only. Paper presented at the American Association for Public Opinion Research, New Orleans.
  32. Kephart, K., Kaminska, O., Rao, K., & Bilgen, I. (2008). Mode, Measurement, and Mayhem: A Closer Look at Measurement Error in a Mixed Mode Study. Paper presented at the American Association for Public Opinion Research, New Orleans, LA.
  33. Buskirk, T. D., Rao, K., Callegaro, M., Arens, Z., & Steiger, D. M. (2008). R U in the Network? Using Provider Internet Resources as Screeners for Working Cell Phone Status. Paper presented at the American Association for Public Opinion Research, New Orleans, LA.
  34. Buskirk, T. D., Rao, K., & Kaminska, O. (2008). My Cell Phone’s Ringing, Caller Unknown, Now What? Usage Behavior Patterns Among Recent Landline Cord Cutters Who Have Become Cell Phone-Only Users. Paper presented at the American Association for Public Opinion Research, New Orleans, LA.
  35. Kaminska, O., & Rao, K. (2008). Response Patterns in a Long Question Grid in a Mail Survey Questionnaire. Paper presented at the American Association for Public Opinion Research, New Orleans, LA.
  36. Rao, K., & Gravelle, T. B. (2008). The Role of Survey Response Timing on Web Survey Results: Cross-Sectional and Longitudinal Analyses. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  37. Rao, K., & Kaminska, O. (2007). Is Satisficing a slippery slope? An investigation into the effects of satisficing when answering questions in a mail survey. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  38. Rao, K., Kaminska, O., & Buskirk, T. D. (2007). “I Just Switched” – Who is switching from a landline phone household to cell phone-only household? Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  39. Rao, K., Ball, D., & Hampton, R. (2007). Examination of Types and Effects of Spiritual Seeking. Paper presented at the American Association for Public Opinion Research, Anaheim, CA.
  40. Rao, K., Ball, D., & Hampton, R. (2006). Spiritual, but not Religious: Insights from an Online Panel. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.
  41. Rao, K., Ball, D., & Hampton, R. (2006). Modes of Religious and Spiritual Orientation and their Relationships to Consumer Behavior. Paper presented at the American Association for Public Opinion Research, Montreal, Canada.
  42. Rao, K. (2005). Reliability of Profile Information in Panel Surveys. Paper presented at the World Association for Public Opinion Research, Mexico.
  43. Molano, C., Adams, S. G., & Rao, K. (2005). Development of a Protocol to Measure Team Behavior in Engineering Education. Paper presented at the Measuring Behavior Conference, Wageningen, Netherlands.
  44. Rao, K. (2003). Wireless Surveys: A New Paradigm in Survey Research. Paper presented at the Midwest Association for Public Opinion Research, Chicago, IL.