Norstat Panelbook December 2009

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WELCOME
NOTE & CONTENTS PANELBOOK
Q4/2009

Welcome to our Panelbook! What’s inside?

Whether You are a partner, client, competitor or stakeholder in Norstat 3 A brief OVERVIEW
in any other sense, we proudly welcome You to dive into this latest  Who we are –
edition of our panelbook. and why you would want to work with us
To get a better impression of who we are and how we may contribute to
4 A few words on PANEL MANAGEMENT
Your business, we encourage You to take the time to read our lines from
A to Z. If You are simply interested in facts and figures on our panels,  Panel management and a bit about our greatest
You will find exactly that on pages 7 to 10. If, on the other hand, You asset, support organisation and incentive policy
are not sure what exactly You are looking for, we suggest You confer
with ESOMARs “26 questions to help research buyers of online samples”. 5-6 Cross panel PROFILE INFO
You will find our answers on pages 11 to 16.  Demographic, socio-economic and psychographic
variables available for sampling
We hope and trust that this document will answer most of Your queries.
However, should you be left with any questions or simply prefer a
7-10 Country-by-country FACTS & FIGURES
personal presentation of our online panels and sample services, please
feel free to contact us. We have listed the contact details of our main  Overview of the demographic composition
offices on the last page for Your convenience. of each of our panels

11-16 Our answers to ESOMAR 26
Happy reading.  Detailed explanation of a variety of issues
relevant to
Best regards, research buyers of online samples

John Lauring Pedersen, CEO 17 How to GET IN TOUCH
 Contact details

Next: A brief OVERVIEW!
© NORSTAT, December 2009

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A BRIEF
OVERVIEW PANELBOOK
Q4/2009

Norstat Choose us because
is the largest panel owner in the Nordic- & You care about data quality and believe that the key to
Baltic region. Our proprietary panels consist of achieving reliable, representative and replicable results
more than 350.000 people throughout Norway, online, is best practice approaches in both recruitment,
Sweden, Denmark, Finland, Estonia, Latvia, sampling and questionnaire design.
Lithuania and Poland. The map on the
right provides a quick overview of Recruitment Sampling
the region we cover.
We acknowledge that a broad We maintain detailed
recruitment is of paramount profile info on all our
Our core business idea
importance in minimizing panelists, allowing us to
is to collect and process data sample bias. Thus, we do not draw representative
on behalf of professional users rely on online or so-called self- samples and target low
of marketing and business recruitment, as anything but penetration segments on
Information. As such, we offer all sensible supplements to our both demographic,
methodologies of data collection and telephone recruited panels. socio-economic and
reporting formats. psychographic variables.

Our ambition Questionnaire design
is to be the best at what we do. While we offer advanced scripting services (including
The successes and sustained growth we’ve audio, video, drag & drop etc.), we are also meticulous
maintained during the past decade, tells us that in our feedback to your own questionnaire and
we are on the right path! acknowledge that different methodologies require
different approaches to survey design.

Next: A few words on PANEL MANAGEMENT!

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A FEW WORDS
ON PANEL MANAGEMENT PANELBOOK
Q4/2009

Panel management Engaging survey participants
In our answers to ESOMAR’s 26 questions, you’ll find more information about panel management The online methodology is the most exciting
issues such as recruitment procedures, identity validation, profile data registration and – research tool currently available to our industry,
maintenance, securing and protecting personal information etc. Although each and everyone of for many reasons. It allows us to present ads,
these elements are certainly important, we believe that panel management is more than that: It audio- and video material to our respondents and
is also about values and ethics - and about ask questions in new and much more engaging
engaging and supporting the participants Support organisation and interactive ways than with any other existing
in our research. methodology. Moreover, we get rid of the
Dedicated support teams in every interviewer-bias, thus promoting more honest
country ensure that any and every answers than the socially desirable. All at a
Our greatest asset! question that our panel members may fraction of the costs of other methods! The best
At Norstat, we acknowledge that the people have, be to specific surveys, their way to engage our survey participants is to take
who share their opinions with us is our membership or any other issue, is full advantage of these possibilities, not to copy-
greatest asset – indeed our raison d’être. This answered within 24 hours. paste offline questionnaires, not by exploiting
has been true as long as market research has the cost reduction to ask more questions…
existed, but requires more appreciation and Incentives
understanding than ever, in a time where
People participate in market research for a variety of reasons. Some find it to be an interesting
access to respondents is under still greater
and learning experience, others rightly find it to be a great opportunity to influence brands or
pressure. With this in mind, we treat our
voice their opinions - while others again prefer to be rewarded for their efforts. We believe
participants with the greatest respect –
that every motivation should be satisfied, not merely for the sake of ensuring high participation
beyond adhering to industry guidelines and
rates, but simply because we find it reasonable and fair to show our appreciation to people who
complying with national laws and regulations.
invest their time in assisting us. Thus, all our panelists receive incentives for every survey they
Our support organisation and incentives
participate in. We generally offer a choice between giftcards and charity.
structure are testimonies to this.

Next: Cross-panel PROFILE INFO!

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CROSS-PANEL
PROFILE INFO PANELBOOK
Q4/2009

MANDATORY Profile Registration Survey The Purpose
-of collecting and maintaining detailed profile data on
DEMOGRAPHIC Variables BEHAVIORAL and our panels, indeed any online panel, is twofold:
 Name, Date of birth, Gender, Postal code PSYCHOGRAPHIC Variables
 Urbanisation First and foremost it enables us to directly target low
 Smoker/Non-smoker, Snuff user *2

 Civil status incidence segments, which are hard to reach through
 Frequency of travelling by airplane
 Number of people in household (below 18 and 18+) other modes of data collection.
 Recent travel by train (private/business
 Age of children in household wihtin last 6 months) Secondly, the profile data allows us to continuously
 Internet use (frequency) monitor and evaluate the composition and
SOCIO-ECONOMIC Variables  Main shopper representativity of our panels.
 Level of education  Types of digital devices in household
 Willingness to participate in focus While we have made an effort to streamline the
 Occupation, Profession, Sector (public vs. private)
groups, in-depth interviews and/or profile info across countries in order to promote
 Housing (flat, house, rented, owned etc.) product tests comparability and presentation, local considerations
 Number of privately owned cars in household and cultural differences naturally result in minor
 Brand/s of privately owned cars household variations.
 Annual household and -personal income*1 Notes:
In the Baltic countries, the mandatory part of the
 Ownership: Boat, Summerhouse/-weekend *1: Pre-tax except in Lithuania and Poland,
cottage, Caravan/mobile home where the registration is limited to the variables emphasized in
variable is defined as post-tax.
bold on the left, while the other variables are asked
*2: Norway and Sweden only
in a second and voluntary part. Other minor
differences exist - the most important are noted in
the lists provided on this and the following page.

Next: Optional PROFILE INFO!

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CROSS-PANEL
PROFILE INFO PANELBOOK
Q4/2009

OPTIONAL Profile Registration Survey

Additional DEMOGRAPHIC Variables Additional BEHAVIORAL and Further details?
PSYCHOGRAPHIC Variables
 Grown up in the country (person/parents) To obtain a full list of all profile
 Main bankInsurance company variables, including question wording and
 Number of employees at workplace
corresponding response alternatives,
 Number of employees in company (total)  Gaming console in household please contact Your local project
 Frequency of playing any types of games or lotto manager or either of our offices.

Additional SOCIO-ECONOMIC Variables  Grocery stores/Supermarkets most used
We’ll be happy to provide you with any
 Managerial responsibility  TV provider additional information relevant to your
 Access TV channels business and research needs.
 Position (managers only)
 Influence on decisions in the company  TV channels regularly watched
 Cinema visits (frequency)
 Newspapers, regular read (split on frequencies)
 Regularly used petrol stations (by brand)
 Statoil cards owned (by exact card)
 Spectacles/contactlinses
 Pets in household (cat, dog, other)
 Areas of interest (cultural, sports, politics etc.)
 Internet usage (behaviourial)
 Internet provider
 Cell phone (brand)
 Cell phone operator

Next: Country-by-country FACTS & FIGURES!
Norway, Sweden

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COUNTRY-BY
COUNTRY FACTS FIGURES PANELBOOK
Q4/2009

NORWAY SWEDEN

Population 4 721 600 Population 9 166 827

Panel 83 340 Panel 99 143

Population 15-74 years Panel 15-74 years Population 15-74 years Panel 15-74 years

Male 50 % 46 % Male 51 % 41 %

Female 50 % 54 % Female 49 % 59 %

15-24 years 17 % 21 % 15-24 years 17 % 14 %

25-34 years 18 % 25 % 25-34 years 17 % 22 %

35-44 years 21 % 28 % 35-44 years 19 % 26 %

45-54 years 18 % 14 % 45-54 years 17 % 18 %

55+ years 26 % 12 % 55+ years 30 % 20 %

Denmark, Finland

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COUNTRY-BY
Q4/2009

DENMARK FINLAND




Male 50 % 45 % Male 50 % 38 %

Female 50 % 55 % Female 50 % 62 %

15-24 years 15 % 10 % 15-24 years 17 % 20 %

25-34 years 17 % 17 % 25-34 years 16 % 30 %

35-44 years 20 % 27 % 35-44 years 18 % 21 %

45-54 years 18 % 23 % 45-54 years 19 % 16 %

55+ years 30 % 23 % 55+ years 30 % 13 %

Estonia, Latvia

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COUNTRY-BY
Q4/2009

ESTONIA LAT V IA




Male 47 % 29 % Male 47 % 41 %

Female 53 % 71 % Female 53 % 59 %

15-24 years 20 % 22 % 15-24 years 20 % 25 %

25-34 years 18 % 23 % 25-34 years 17 % 23 %

35-44 years 17 % 24 % 35-44 years 18 % 24 %

45-54 years 18 % 19 % 45-54 years 18 % 18 %

55+ years 27 % 13 % 55+ years 27 % 9%

Lithuania, Poland

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COUNTRY-BY
Q4/2009

LITHUANIA POLAND




Male 47 % 37 % Male 49 % 42 %

Female 53 % 63 % Female 51 % 58 %

15-24 years 20 % 33 % 15-24 years 20 % 36 %

25-34 years 17 % 26 % 25-34 years 20 % 25 %

35-44 years 20 % 21 % 35-44 years 16 % 16 %

45-54 years 18 % 14 % 45-54 years 20 % 13 %

55+ years 25 % 7% 55+ years 24 % 10 %

Next: Our answers to the ESOMAR 26 QUESTIONS!

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ESOMAR 26 QUESTIONS TO
OUR ANSWERS
ESOMAR 26
Q1 What experience does your Q2 Please describe and explain the types of source(s) for the Q3 What do you consider to
company have with providing online online sample that you provide (are these databases, actively be the primary advantage of
samples for market research? managed panels, direct marketing lists, web intercept sampling, river your
sampling or other)? sample over other sample
Norstat has been in the market research
Norstat maintains both telephone recruited panels and access panels. The sources in the marketplace?
business since 1997. Building our first
panels in 2002, we have been a serious former is recruited on nationally representative CATI surveys, whereas the The fact that Norstat's panels are
player in the online research market ever latter is recruited through a broad variety of sources (including websites, pop- 80% telephone recruited gives us a
since. Today, more than 30 experienced ups, newsletters, non-representative CATI surveys, face-to-face surveys etc.) clear advantage over the majority of
project managers across the Nordic and online panels on the market, as most
All of our panels are actively managed panels with local support teams in all
Baltic region, handle a large number of providers offer only access panels.
countries. All panelists are able to login to their personal account through our
online research projects - ranging from The benefits of telephone recruited
local panel websites. The websites serve to keep our members engaged in our
minor local ad hoc projects to large-scale panels versus access panels are
panel- and survey activities. Actively servicing and supporting our panel
multi-country tracking surveys. many: A significantly higher share of
members helps promote and sustain our reputation on the market as a serious
unique panelists, better response
and reliable panel provider.
rates, broader representativity
(when combined with access panel
sampling) etc.
Q4 If the sample source is a Q5How do you source groups that may be hard-to-reach on the
Secondly, our panel members are
panel or database, is the panel internet? always compensated for their
or database used solely for As our panels are largely recruited by telephone (see answers to questions 2 participation, through a well-
market research? If not, please and 3), you will already find panelists in our panels that would otherwise be functioning and very fair incentive
explain. hard-to-reach through online recruitment. Further, we always engage in system, that rewards our panelists in
dialogue with – and indeed advise our clients, as to which data collection respect to the time they have put
Our panels are used exclusively for
method that suits a specific project best. Although online research has many into answering a given survey.
social-, opinion- and market research.
advantages over more traditional methods in terms of costs, timing, feasibility Finally, we never over use our
etc. – we are very conscious of its limitations. Finally, the panelists’ profile member. We send out a maximum of
info enables us to target specific groups quite accurately. This targeting is 4-5 invitations per month.
always followed up by (non-leading) screening questions in the beginning of
the actual survey questionnaire.

Next: Answers 6-10!

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OUR ANSWERS
ESOMAR 26
Q6 What are people told when Q7 If the sample comes Q8 Please describe the opt-in process.
they are recruited? from a panel, what is your Telephone recruited panelists are asked by the end of the CATI interview, if they
annual panel turnover/ would be interested in participating in online research. Interested respondents are
When being recruited, the respondents
attrition/retention rate briefed on our online panel. Those who accept are e-mailed an invitation containing
are informed that by their acceptance,
and how is it calculated? further information and a link to register directly through our panel portal. When the
they agree to be invited to participate
in online market research surveys. The annual attrition rate on our respondent has filled in the registration questionnaire, the new panelist receives an
They are also informed how they will panels is 1-2%, based on natural e-mail confirming the registration. During this process, the new panelists are clearly
be compensated for their participation. drop-out by panel size. Inactive informed that they agree to participate in social-, opinion- and market research and
When they have received the panelists, i.e. panelists who that their participation is always on a voluntary basis. Finally, the panel members
registration e-mail and have subscribed have not responded to any are able to single-handedly opt-out from the panel at any time. Panelists that are
to the panel, they can freely remove invitations in the preceding 12 recruited though other sources (e.g. online), are equally informed about the terms of
themselves at any time and without months, are removed from the participation and recruited through a similar double opt-in procedure.
the assistance of our support. panel on a biannual basis.

Q10 What profile data is kept on members?
For how many members is this data collected
and how often is this data updated?
Q9 Do you have a confirmation of identity procedure? Do you have procedures to detect We collect numerous profile data on our members in the
registration process, including demographic, socio-
fraudulent respondents at the time of registration with the panel? If so, please describe.
economic, as well as behavioural- and psychographic
As the vast majority of our panelists are recruited by telephone, we see no need to confirm the identity data. All the variables that are collected across panels,
of these panel members. The invitation mail always includes a decline option, allowing recipients who are listed in our panelbook. The most basic demographic
may have wrongfully received the invitation the option to reject it – and not be contacted by Norstat and socio-economic variables are mandatory in order to
again. After registering with the panel, all of our members receive an e-mail confirming their be registered as a panelist, while the more detailed
membership. No duplicate e-mails can be registered in our panels. To accommodate the growing demand profiling questions are optional. We actively ask our
for validation procedures on online access panels, where panelists are self-recruited, we are currently panelists to update their profile every 6 months.
examining best practise approaches and available methods for detecting fraudulent respondents during
the registration phase.

Next: Answers 11-15!

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OUR ANSWERS
ESOMAR 26
Q11 What is the size and/or Q12 Please describe your sampling process including exclusion procedures Q13 Explain how
capacity of the panel, based on if applicable. Can samples be deployed as batches/replicates, by time zones, people are invited to
active panel members on a given geography, etc? If so, how is this controlled? take part in a survey.
date? Can you provide an The sampling process can be adapted exclusively to fit our client’s needs. As a standard, What does a typical
overview of active panelists by our samples are quota based and we are able to create country specific selections on invitation look like?
type of source? gender, age and region – the most common variables used to create nationally The invitation is always in
The panel sizes and share of telephone representative samples. If needed, we can create samples on more variables, just as it is the form of an e-mail. The
recruited panellists are shown per possible to exclude panelists from a given survey, based on prior participation in similar invitation text does not
country in the table below, as of (topic) or other specific surveys. include any information
December 13, 2009: about the topic of the
survey, as this may affect
Number of % telephone
panelists recruited
Q14 Please describe the nature of Q15 How often are the panelist’s willingness to
participate and thus create
Norway 78 792 57 % your incentive system(s). How does individual members contacted bias in the collected data.
this vary with length of interview, for online surveys within a The only information that is
Sweden 99 164 84 %
respondent characteristics, or other given time period? Do you keep given in addition to the link
Denmark 98 060 74 % factors you may consider? data on panelist participation to the online questionnaire,
Finland 38 155 75 % history and are limits placed is the estimated length of
As a standard, we compensate our panelists
on the frequency that members the survey and what
Estonia 13 504 99 % with 1 point per minute (of estimated
are contacted and asked to incentives the respondent
interview length). On longer surveys we may
Latvia 13 298 98 % participate in a survey? will receive in compensation
add further incentives to this, in order to
for participating. Finally, the
Lithuania 15 059 99 % promote a desirable participation rate. The Our members participate in 1-2
invitation mail includes a
panelist’s ‘save up’ their points on their surveys per month on average. In
Poland 18 965 100 % decline link and a brief
personal panelist account and once reaching the nature of things however, some
standard text, reminding the
a certain amount of points, they can choose target groups receive more survey
panelist that their
The capacity of the panels vary with to exchange their points into a variety of invitations that others. Norstat has
participation is anonymous,
the participation rates, which differs different incentives, e.g. gift cards, lottery set a limit of maximum 5 survey
how to contact support etc.
from project to project, depending on tickets, charity or other. The types of invitations per month. Panelist
LOI, subject, fieldwork period etc. incentives offered, differs a bit from country participation history is stored.
to country.


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OUR ANSWERS
ESOMAR 26
Q16 Is there a privacy policy in place? If so, what does it state? Is the Q18 Do you apply a quality management system? Please
panel compliant with all regional, national and local laws with respect to describe it.
privacy, data protection and children e.g. EU Safe Harbour, and COPPA in Our local support staff provide support to our panel members, aiming to
the US? What other research industry answer any questions or queries within 24 hours. Apart from helping to
standards do you comply with e.g. ICC/ESOMAR International Code on promote and maintain our reputation on the market, the direct feedback from
Market and Social Research, CASRO guidelines etc.? our survey participants enables us to quickly identify any technical issues or
All surveys are being executed according to local laws in each country – and in errors. We regularly carry out random safety checks to identify fraudulent
accordance with the ESOMAR guidelines and standards. All registered data on our respondents, e.g. by measuring and comparing the individual respondent’s
members are used solely for social-, opinion- and market research purposes. Further, all answering time on a given survey. In 2008, Norstat began the process of
members are informed about how their information is managed. Panel members can becoming ISO certified. All projects are implemented through our own in-
choose whenever they wish to respond to an invitation and they can always decline to house developed software- and common production system (internally called
participate in a given survey. Norstat has an extensive data security solution to protect PROCON for ’Project Control’). This tool ensures that common procedures are
from data intrusion. We never interview persons below the age of 15 without their followed in the implementation of all projects and the quality thereof.
parents’ explicit approval.

Q20 Do you supplement your samples with samples from other
Q17 What data protection/ Q19 Do you conduct online providers? How do you select these partners? Is it your policy to
surveys with children and young notify a client in advance when using a third party provider? Do
security measures do you have in
people? If so, please describe the you de-duplicate the sample when using multiple sample
place?
process for obtaining permission. providers?
We are using global, well-established
and recognised software suppliers for all We do not conduct surveys with children We always keep close contact with our clients and never supplement our
our systems. This includes backups and below the age of 15, without their samples without prior consent from our client. On the vast majority of
security for all our data. parents explicit approval. This approval projects we only use our own panels. Third party providers are selected on the
is normally achieved by e-mailing the basis of their professionalism and the quality of their panels. We do not
We currently use Confirmit for scripting parents with children in the relevant age normally have any means of de-duplicating the sample when using other
survey questionnaires and Confirmit span, asking whether their child would providers. However, firstly, due to the size and capacity of our panels, we
Community Panels as our panel be interested – and if so, for their rarely need to supplement our samples. Secondly, as the vast majority of our
management platform. acceptance to let their child participate panel members are recruited by telephone, the share of unique panelists is
in the specific survey. generally higher than on the average access panel.


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OUR ANSWERS
ESOMAR 26
Q21 Do you have a policy Q22 What are likely survey start rates, drop-out and Q23 Do you maintain individual
regarding multi-panel member- participation rates in connection with a provided sample? level data such as recent
ship? What efforts do you How are these computed? participation history, date of entry,
undertake to ensure that survey These vary from project to project, as they depend on several source, etc., on your panelists? Are
results are unbiased given that factors: The length and topic of the survey, the questionnaire design you able to supply your client with a
some individuals belong to and layout, project period and timing, target group etc. In general, per job analysis of such individual
multiple panels? on a 5-10 minute survey with 100% incidence rate, the average level data?
We do not currently have a policy in participation rate is around 30% within 24 hours of launching the Yes, we do have such individual level data
place for this issue. However, as our survey. At the same questionnaire length, the drop-out rates vary stored on our panel members. We do not
panels are app. 80% telephone from 3-15% depending on – among others – normally supply this information to our
recruited, we have a large proportion the factors mentioned above. clients though, but if required, we are able
of unique panelists, diminishing the Q26 What to provide this information.
risk of biases.
Q25 Do you measure information do you
provide to debrief your
respondent satisfaction? client after the project
Q24 Do you use data quality Yes. Historically, our panel members has finished?
analysis and validation have been asked 3 standard Depending on client needs
techniques to identify satisfaction questions upon and requirements, we Visit our panel sites at:
inattentive and fraudulent completion of every survey - provide information on field
measuring satisfaction on survey period, sample size, actual Norway: www.panel.no
respondents? If yes, what
length, logic and language. We are length of interview and
techniques are used and at what currently setting up a similar
Sweden: www.panel.se
incidence rate, number of
point in the process are they measurement procedure in our new Denmark: www.panel.norstat.dk
screenouts, drop-outs,
applied? panel management system. In quota full and declines. If Finland: www.paneeli.net
Our project managers always perform addition, we regularly carry out desired, we also share the
internal projects, both to measure Estonia: www.panel.ee / www.panel.ee/ru
quality checks before delivering data respondent satisfaction
to a client. This is currently done on a panelist satisfaction and to control results as well as any other Latvia: www.panel.lv / www.panel.lv/ru
manual basis, but will be more the quality of our panel support information the client may Lithuania: www.panel.lt
systematised - and to some extent teams – as well as to explore other wish to receive, that does
parameters such as panelist Poland: www.panel.norstat.pl
automated – as software based tools not compromise the
are developed and become available. motivation drivers etc. anonymity of our panelists.

Next: How to Get in Touch!

p17

HOW TO
ESOMAR 26 QUESTIONS GET IN TOUCH!

NORWAY SWEDEN DENMARK FINLAND

Adress Karl Johansgate 35 St Larsgatan 32B Frederiksborggade 1, 1 Konepajanranta 2
0162 Oslo 582 24 Linköping 1360 Copenhagen K 28100 Pori

E-mail info@norstat.no Info@norstat.se info@norstat.dk info@norstat.fi

Phone +47 21 300 300 +46 13 489 4010 +45 35 39 20 60 +358 2 529 80 80

ESTONIA LATVIA LITHUANIA POLAND
Adress Maakri 19/21 Cēsu iela 31, k-3, 4. stāvs Gedinimo pr. 16 Mokotowska 15a / 2B
10145 Tallinn LV-1012 LT-01116 Vilnius 00-640 Warszawa

E-mail info@norstat.ee Info@norstat.lv info@norstat.lt info@norstat.pl

Phone +372 680 8955 +371 67886210 +370 5 2639 137 +48 22 244 13 45

The end

Norstat Panelbook December 2009

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