Abstract:

Using a quasi-experimental design – in which data collection methods and recruitment techniques as influencing factors were varied – Ipsos Germany conducted a comparative investigation for Langnese/Unilever to assess the validity of online-panel surveys. Against the background of both the debate on methodological standards of online research and the popularity of online panels, empirical findings are required for an objective and thorough assessment of the possibilities of using this instrument. The results of this survey are therefore relevant for the further development of online research based not only on the panel approach.