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The local/global decision in Internet research

Date of publication: February 3, 2002

Catalogue: ESOMAR Net Effects 5 2002

Authors: Steve Jones, Scott Crawford, Chris Rowen

Abstract:

This paper explores issues that come to play in designing and fielding high quality global web-based research using the framework of survey errors to point out where several current weaknesses in the field exist.The current focus on multi-national web-based research has surrounded the technical capabilities of such research rather than how to minimize error. The results of several experiments designed to demonstrate the need for a local approach to global web research is discussed.

Steve Jones

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Scott Crawford

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Chris Rowen

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Jones, Crawford and Rowen (2002a, February 03). The local/global decision in Internet research. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/local-brands-global-brands