Home or Work or Both? Assessing the Role of Duplication of Website Visitations Using a Online Metered Panel
Abstract:
In this study, for multiple websites, we estimate duplicated audience reach between home and work Internet access locations. By employing a probability-based matching technique, we use metered-panel based data from non-overlapping home and work panels for creating a virtual overlapping home-work panel. The virtual panel is used for estimating the duplicated reach for more than hundred websites. We also construct a simple predictive model for duplicated reach. We discuss the findings from the study and conclude with recommendations for future research.
Recommended Citation:
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 of Public Opinion Research, Orlando, FL.
Attached Documents:
- AAPOR 2012 Program (see page #65 for the mention)
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