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Online, No One Can Hear you Scream
Parallel Telephone and Web Survey Case Study
Published by Lottery Insights (July 2008; pages 20/21), this article by Paul Lauzon, Senior Vice President & Managing Director of Ipsos' Lottery & Gaming division, highlights a case study where a general population segmentation study for a state lottery was conducted using parallel data collection methodologies: telephone and Internet.
Within the lottery sector, there appears to be the perception that Internet surveys "over-report" participation and expenditure data compared with telephone surveys. However, when average reported spending by respondents is extrapolated from the telephone-survey data, it usually comes to within a range 20-50% (50% on a good day) of a lottery's gross sales. Self-reported data from Internet surveys typically come much closer to actual lottery sales.
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