Survey says...
The two top reporters of Web surfing data and statistics, comScore Networks and Nielsen//NetRatings, have agreed to allow third party auditors to look into their reporting methods to ensure the highest level of accuracy in their measurement of online behavior. Both groups use a hybrid of sampling and panel data combined with server data to develop their findings. But still, it hasn't been unusual for the two companies to be totally off from one another in their findings. So how accurate can reporting of online behavior get? Are sample-based projections in an online environment accurate enough to reflect the true behaviors of Web surfers?
