Abstract:

Sampling in the online research world is its Achilles Heel. Whilst we remain reliant on access panels that they are essentially fronts for a relatively limited set of online properties and sources we can never claim scientific rigour and true representativeness. That said, there is great pressure on the panel industry to continue to provide 'warm bodies' for research at every decreasing price whilst simultaneously facing ever increasing costs. The panel model as it exists today is unsustainable for many reasons, and this paper explores what is next.