Online = research Nirvana?

Date of publication: April 17, 2005

Abstract:

Whilst online panels can bring significant benefits to research in terms of time, cost, access to complex target groups and the flexibility to use multimedia (amongst others), there is a need to ensure that a number of operational elements are adhered to. Exclusion of any of these could have a negative impact on the effectiveness of the research. This paper asks the question: how reliable can Internet panel data be?

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