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Results:
Each analysis contains at least 200 responders in each group.
The average US index value was approximately 100, indicating
that mail and web survey results matched back to the original
paper-based survey data in a similar way (Selected variables
are shown).
Results:
Table 3 contains all of the comparison measures. On-line and
mail results can differ in two distinct ways. First, the data
could differ in terms of percentages. For instance, 45.4% of
the on-line Nutritional Supplement Test group recalled the
offer, whereas 46.9% of the off-line group did. It appears that
the Offline group recalled the offer similar to the on-line group.
Second, the data could differ in terms of relationships between
variables. In this case, taking false recall percentages into
consideration shows that the on-line group did in fact achieve
better results (46.9-30.9=16.0 vs. 45.4-23.6=21.8). As a
result, payout calculations would be very different depending
on whether on-line or off-line results were obtained.
The trends in the results for the on-line and off-line nutritional
supplement research were similar; test percentages were
larger than control percentages. This leads to the conclusion
that either on-line or off-line research would have generated
workable results.
Conclusion
On-line research is quickly evolving. However, we need to be
conscientious about how information is interpreted, as on-line
efficacy results do not necessarily match mail efficacy results.
It is very clear that base rates can easily be different, although
they may be directionally similar. Until more on-line historical
data is available, we must be mindful not to draw conclusions
that on-line research is necessarily comparable to off-line
research.
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