“This study compares the responses of a probability based Internet panel, a non-probability based Internet panel and Google Consumer Surveys against several media consumption and health benchmarks. The Consumer Surveys results were found to be more accurate than both the probability and non-probability based Internet panels in three separate measures: average absolute error (distance from the benchmark), largest absolute error, and percent of responses within 3.5 percentage points of the benchmark. These results suggest that despite differences in survey methodology, Consumer Surveys can be used in place of more traditional Internet based panels without sacrificing accuracy. This is an updated version of the orginal whitepaper. The original whitepaper is located here.”

• See also Google Consumer Surveys