INTERACTIVE: HOW THE STUDY WAS CONDUCTED

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The study consisted of two parts: an online, self-administered survey launched from the Mediamark Research Inc. and Advertising Age home pages, and a telephone survey conducted by Bruskin/Goldring Research.

MRI collected data from 108 online respondents and Bruskin conducted telephone interviews with 301 marketing executives culled from the Ad Age circulation list.

To participate in either survey, respondents had to have management responsibility for their ad agency and their company must have completed at least one interactive project in the past year.

The surveys were conducted in January and February 1997. Margin of error for the telephone survey is plus or minus 5.6 percentage points. Sampling tolerances and response rates cannot be determined for the online survey because the size of the universe represented by the respondents is unknown.

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