Online = research Nirvana?

Date of publication: April 17, 2005


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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