September 26, 2008
CBS News Takes High-Accuracy Approach to Capturing Effects of U.S. Presidential, Vice Presidential Debates on Viewers’ Attitudes, Voting Plans
To: POLITICAL EDITORS
This marks the third consecutive presidential election in which CBS News has called on Knowledge Networks (KN) to measure the effects of presidential debates on viewers; KN has also measured reaction to State of the Union speeches for CBS News. In each case, KN has asked members of KnowledgePanel(R) -- the only online panel derived from a statistically valid sample of the full U.S. population -- for their views both before and after the event. The survey results will show the extent to which viewing the debates has impacted voters' attitudes. In previous years, CBS News has frequently featured KN findings in its post-debate analyses and coverage.
"In an effort to understand how these debates may shape the election, we're able to combine the speed of the Internet and the accuracy of true statistical research," said Kathleen Frankovic, Director of Surveys for CBS News. "We are looking forward to the insights on voters nationwide that KN and its panel members will provide."
The Knowledge Networks studies will provide feedback on a variety of important questions around the debates and the election generally, including
-- degrees of support for the two candidates before and after watching the
-- issues viewed as most important in the campaign
-- feeling that one or both of the candidates is prepared for the job
Unlike volunteer online access panels, which anyone can join, KnowledgePanel(R) is representative of the U.S. population because participants are chosen through statistically valid sampling. Non- Internet consumers can participate in KnowledgePanel(R) by being provided with a personal computer or an MSN-TV unit, as well as free connectivity. The result is research that includes the roughly 30% of the U.S. population that is not Internet-enabled -- a percentage that has remained stable for several years.
About CBS News
The CBS News Division operates a worldwide news organization serving the CBS Television and Radio Networks and CBSNews.com with regularly scheduled news and public affairs programming -- including, among others, the CBS EVENING NEWS, THE EARLY SHOW, 60 MINUTES, 48 HOURS MYSTERY, FACE THE NATION and SUNDAY MORNING -- and special reports on breaking news. The division maintains 18 news bureaus and offices in the United States and abroad in addition to its world headquarters in New York.
About Knowledge Networks
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel(R) -- the only available probability selected, nationally representative Internet panel.
SOURCE Knowledge Networks
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