Abstract:

Professionals estimate that, by now, over 80% of Internet research is done by using panels, about 10% is done through pop-up surveys and 10% by other methodologies. Considering its increasing significance, it is of vital importance to both users of market research online panels and the builders of such instruments to create more transparency about the different panel offerings and to examine existing practice. Industry specialists have update the panels section in the current guidelines. The purpose of this initiative is to review the existing material and to define good practice.