The shift to on-line research
This presentation sets out benefits and disadvantages of online as a research methodology. Rigorous processes and quality controls are necessary in setting up good online research. Clients need reliable and representative sample frames to work with when determining sample design, while panel operators should have tested panel representativeness, as well as any weighting procedures required to ensure the sample provides a valid reflection of the target group being researched. The presentation also presents views on the future shape of the industry.
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