David Winton Award
 Winner: Bill Blyth
Mixed mode: the only ‘fitness’ regime?
What the judges said:
This paper discusses multi mode interviewing in an international context. It considers the validity of this with particular reference to the decline of fixed line telephones and the growth of web based surveys and should be considered essential reading for designing international research.
The judges selected this paper as the winner for its contribution to the important debate concerning methodological challenges in a multi-channel world.
Finalists:
Robert Heath & Paul Feldwick
50 years using the wrong model of TV advertising
What the judges said:
This paper challenges the conventionally received wisdom that advertising is only effective if it conveys factual information and a clear message. The writers highlight the importance of creativity and people's emotional response to advertising arguing that these are not secondary to the communication of information – they can, in fact, be of primary influence in determining the success of a campaign. The paper concludes with the implications of this for market research.
Nick Sparrow
Developing reliable online polls
What the judges said:
This paper was shortlisted because it raises important issues for all involved with online panels.
It looks at results from attitudinal research conducted using probability sampling and by means of face to face interviewing and compares this with similar questions administered by telephone and online. While the findings from the telephone surveys were similar, those from the online surveys were not and the differences could not be addressed by weighting. The paper raises the concern that this could be at least in part due to online panel members being professional paid respondents who give little consideration to their answers.
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