DIY - New Life or the Death of Research? "It's Like Giving the Keys to a Ferrari to a Child Who Has Just Learned to Drive"

The use of online websites for ‘do it yourself' research has created a lot of debate - even panic - in research media.

DIY – New Life or the Death of Research? “It's Like Giving the Keys to a Ferrari to a Child Who Has Just Learned to Drive”

Lucy Davison

Richard Thornton

INTRODUCTION

We all know the adoption curve that applies when a new product comes into play; after an initially slow start, things become increasingly popular and eventually the majority are using them. In spite of this the introduction of new ideas is often painful. Old habits die hard. Changing the direction of a tanker takes many miles. Or as Ken Olsen, president of Digital Equipment, said in 1977 when discussing...

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