Abstract:

This paper assesses the external validity of research results from an online internet panel compared to mail, telephone and paper pencil samples. Social class, product consumption and usage as well consumer values are analysed for differences. Concrete evidence is provided to the often unsubstantiated debate that online data are not as externally valid. This study showed few differences across methods, and if there were they could be found in telephone research. We should therefore wonder whether discussions of downgrading online panel methods compared to others are not out of place (at least in Western Europe).