1GfK Custom Research, LLC2100 Geng Rd, Suite 210Palo Alto, CA 94303USATel. +1 650 289 2000Fax +1 650 289 2001
Mr. Scott RoseInvestigative Journalist2000 Broadway, Apt 5KNew York, NY 10023
RE: Your information request of August 30, 2012
Dear Mr. Rose,We are happy to answer, as best we can, your questions regarding Mr. DarrenSherkat’s forthcoming article to be published in Social Science Research andmore generally, the original article authored by Mr. Mark Regnerus in SocialScience Research.The essential point here is to clarify the role of Knowledge Networks (now partof GfK Custom Research, LLC) in conducting the study. We provided thesample of respondents, programmed the questionnaire into an online mode ofsurvey delivery, administered the survey online to the respondents, and thencompiled and delivered the survey data. Mr. Regnerus, not KnowledgeNetworks, owned exclusively the tasks of designing the survey sample plan,preparing and drafting the survey questions, analyzing the data, andinterpreting the data. This division of responsibilities is quite common in ourwork with the government and academic communities. Most of the criticismsmade by Mr. Sherkat are more accurately directed toward the author of theoriginal article, Mr. Regnerus.We have consistently achieved 93% and higher approval ratings from ourcustomers in our customer satisfaction surveys, and we conducted this surveywith the same rigor and care that we provide our other government andacademic clients. One of the main factors underlying our customers’satisfaction is our use of KnowledgePanel
as the sample source for most ofour survey projects. The American Association of Public Opinion Researchers(AAPOR) Online Task Force Report clearly states in its recommendations thata probability-based web panel, of which KnowledgePanel is the only panel inthe U.S., should be used by researchers when the goal is to measureaccurately the characteristics of a population. KnowledgePanel isacknowledged by many as the gold standard in high-quality online populationresearch.
September 5, 2012
J. Michael Dennis, Ph.D.Government and AcademicResearch+1 650 289 2160Mike.Dennis@gfk.com