Abstract:

While online panels can reduce the cost and time it takes to undertake research, there is often little understanding of how the quality of the panel affects data integrity and importantly the ability to make reliable business decisions based on the data collected. This paper identifies some components of 'quality' in online data collection and the effect these can have on data integrity. It reviews how components of the online data collection process, particularly the invitation process, can have a dramatic impact on the actual quality of the data collected.