Viewpoint: We can do better

Reg Baker recounts a panel discussion and presentation from ESOMAR Congress 2013 where the vexed issue of online panel sampling was addressed, and point to US research for improving it.

Viewpoint: We can do better

Reg Baker

Market Strategies International

Back in September I sat on a panel at the ESOMAR Congress charged with answering the question ‘Do we need to get over ourselves and stop worrying too much about representativeness, as opposed to delivering new insights?’ The discussion might well have turned into an argument about the merits of probability versus non-probability sampling, which gratefully it did not. I take that to mean not so much that the issue has been settled on the scientific merits, but rather that, given the realities of contemporary market research in which speed...

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