Panel proliferation and quality concerns
John FaasseKobalt Media Knowledge Centre, Netherlands
INTRODUCTION
With online access panels rapidly becoming the only available and affordable sample base for consumer research in the Netherlands, concerns about sample representativity and data quality are increasing. New entrants in the market provide some of the largest online access panels available for research, but often lack the methodological background of traditional research agencies. Sample providers differ in recruitment policies, invitation policies and in methods of rewarding respondents.
One of the concerns of research users is the possible 'professionalisation' of respondents. Respondents may participate in more than...