Abstract:

In internet research, is globalisation the answer?. Does online research methodology lead to quality data? Can universal online surveys include countries with low internet penetration and how? Can we have satisfied clients by a one-fits-all approach, even in countries with distinguished internet differences? The authors of the present paper will address these issues by employing the case of Greece. Greece is an emerging country, both in internet access and internet research. The paper will focus on internet consumer research, which for Greece represents 1%-2% of the overall market research share. After describing the broader current European internet environment, we will focus on that of Greece. We will give details on panel creation for online research in the country, emphasizing the need for results that are representative for the target group under study. Lastly, we will suggest that mixed-mode approaches may serve.