• by Michael Shields , October 13, 2004

The latest IntelliQuest CIMS Study, which examines the media habits and buying patterns of technology influencers, has been conducted for the first time entirely online.

The news of IntelliQuest's shift toward an entirely net-based research methodology comes less than two weeks after Mediamark Research Inc. announced it had abandoned a long-running effort at testing a similar methodology, CAPI (Computer Assisted Personal Interview). MRI found that conducting studies in this fashion dramatically impacted response rates, and thus the company is sticking with its traditional pencil and paper execution.

Meanwhile, IntelliQuest is touting this digital move as crucial for improving print research. According to the 2004 CIMS report, "Innovations in technology are the enhancement drivers and hold the key to a new generation of print measurement."

Besides enhancing the quality of print measurement, the study aimed at increasing the utility of the data, refining the universe estimate, and increasing response rates.

To do so, the researcher revamped its telephone screening procedures, introduced e-mail survey invitation delivery options, and reformatted its Web survey designs.

In addition, the proprietary survey was fielded in two waves for the first time.

With all the changes in methodology, IntelliQuest says that importantly, the relative rankings of measured publications did not shift noticeably. While IntelliQuest does not release the results of its magazine rankings, according to International Data Group, CIO magazine reaches more chief information officers (CIOs) in large companies and more senior-level IT titles than any of the 83 publications measured in the survey.

The marketplace for technology buyers and influencers is far larger than it was five years ago, according to IntelliQuest. The 2004 survey identified 81.1 million "Home Influencers" and 34.5 million "Business Influencers."

This coming year is expected to see an increase in technology spending. Based on the latest CIO magazine tech poll, CIOs plan to increase IT spending by 8.5 percent over the next 12 months.