NPD Methodology
Background
NPD is a leading provider of marketing information on consumer purchasing and behavior in the U.S. and around the world, with offices and affiliates spanning North and South America, Europe, Asia and Australia. NPD is the founder of leading Web measurement service Media Metrix, Inc. and is a partner in the consumer electronics and information technology tracking firm NPD INTELECT Market Tracking. NPD Online Research, a division of The NPD Group, is a leader in developing World Wide Web-based technologies to conduct and deliver market research and analysis. The NPD Online Panel is a prerecruited sample of Internet representative individuals used for conducting marketing research on the Web. NPD also offers SiteSelect® sampling technology, allowing marketers to conduct random sample surveys on their own sites. Clients include leading companies such as Yahoo!, Excite, AOL, Lycos, Go Network, iVillage, First USA, GTE and Kraft Foods.
Methodology
NPD's New Media Services Division launches a quantitative online market research study to evaluate the penetration of various online media types among a representative Internet population.
The survey presents respondents with several pages, each with an in line image in a different format on each page, and asks respondents to indicate whether or not they could see each of the images. This study is conducted via the World Wide Web, utilizing the NPD Online panel. Panelists are sent an e-mail directing them to NPD's survey site by URL. Upon entering their member name and password, panelists gain access to the survey. Five $100 cash prizes are offered through a drawing as an incentive in this study.
Sample
2,000 participants, comprising a representative Internet sample responded to this survey. The study was evaluated at a 95% significance confidence level, (5% risk). The same survey was also conducted with various International samples, including Canada, Europe, Asia, Japan, and South America (not a representative Internet sample- English speaking respondents only).
U.S. Internet Representative Sample is based on the following demographic characteristics:
Age
- 18-24
- 25-34
- >35-44
- 45-54
- 55+
Gender
- Male
- Female
Income
- <$25K
- 25-45K
- 45-60K<
- 60-75K
- 75-100K
- 100K+
Region
- North East
- Central
- South
- West
Education
- HS Grad
- Some College
- College Grad
- Post College
Results (US only)
Millward Brown survey, conducted June 2009. See Methodology Section ffor details on the Millward Brown study.
