Analys av kvalitet i en webbpanel : Studie av webbpanelsmedlemmarna och deras svarsmönster

Sammanfattning: During 2012, the employer of this essay carried out a telephone survey with 18000 participants and a web panel survey with 708 participants. Those who partook in the telephone survey were given a choice to join the web panel. The purpose of this work is to study the participants of the telephone survey and see if they reflect the Swedish population with regards to several socio-demographic factors. Also, we intend to investigate if the propensity to join the web panel differs for participants of the telephone survey with regards to various socio-demographic affiliations. It is also of interest to study if the response pattern is different for participants of the telephone survey that would like to join the web panel and those who reject. A comparison of response pattern between the telephone survey and web panel survey has also been done, to see if there exist any differences for these two groups of surveys. The statistical methods used in this essay are descriptive statistics, multiple logistic regression and decision trees. Conclusions to be drawn with result from these methods are that the participants from the telephone survey do reflect the Swedish population regarding certain socio-demographic factors and that there is a slight difference in propensity to join the web panel for people which have dissimilar socio-demographic affiliation. It has also been found that there is a slight difference in response pattern for participants who would or would not like to join the web panel, as well as differences in response pattern also exist between the telephone survey and the web panel survey.