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Efficiency VS. effectiveness in online research

Date of publication: June 1, 2001

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Carsten Stig Poulsen

Abstract:

This paper demonstrates through a case one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches. The focus of the case is segmentation research, but the principles should be applicable to other areas as well.

Carsten Stig Poulsen

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Hughes, G. (2002a, June 12). Interpreting the new online advertising effectiveness measures . ANA - ESOMAR. Retrieved May 13, 2025, from


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Citation

Poulsen, C. S. (2001a, June 01). Efficiency VS. effectiveness in online research . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/online-research-alternatives