Hybrid studies can enrich and cheapen at the same time?

Date of publication: June 15, 2015

Abstract:

At the same time that we admit that online surveys are not yet representative of the national population in Brazil, there is no doubt that it is now possible to perform hybrid studies and obtain the contribution of the "online" for studies on the general population or voters. Online surveys can deliver information that helps in understanding the context and may even point to anticipate trends and future behaviours. This presentation offers the market a very important learning from the comparison of three methods of data collection ?F2F, CATI and online panel ? specifically for studies of public opinion requiring national representative samples, such as elections, and additionally for studies conducted with specific targets as well. The proposal is to demonstrate the suitability of each method, benefits and limitations of each and indicate the drivers of choice of each method in Brazil.

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