A new representative standard for online research: Conquering the challenge of the dirty little "r" word.

Steven H. Gittelman, Elaine Trimarchi and Bob Fawson

As a result of rising popularity, qualitative researchers sourcing respondents online are using an increasingly congested resource.

A new representative standard for online research: Conquering the challenge of the dirty little "r" word.

Steven H. Gittelman,Elaine TrimarchiMktg IncBob FawsonOpinionology

Introduction:

Online quantitative research accounts for more than one fifth of global MR spend (ESOMAR 2010). As a result of rising popularity, researchers sourcing respondents online are using an increasingly congested resource. Mixing sample sources has become the most common way to meet otherwise binding operational constraints. In fact, mixing may be the most common activity in online data collection: mixing sources to create a panel, mixing panels to create a sample, or mixing...

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