Internet and mobile ratings panels


This chapter examines how Internet (PC and mobile) ratings panels are constructed, managed, and utilized. We provide an overview of the history and evolution of Internet/mobile ratings panels and examines the methodological challenges associated with creating and maintaining accurate and reliable Internet/mobile ratings panels. The research that has assessed the accuracy and validity of online panel data is critically discussed; as well as research that illustrates the type of scholarly and applied research questions that can be investigated using online ratings panel data. The chapter concludes with a discussion of the future of online ratings panels within the rapidly evolving field of Internet audience measurement.