Online panel research
Merry Baskin
Merry Baskin explains how to avoid the potential pitfalls of online research and optimise the consistency and reliability of results.
The digital revolution has transformed the market research industry. About 90% of surveys in the UK now take place online.
It's not just panels. Marketers are using social networks as research channels. Anybody can log on to Surveymonkey. com and devise a survey, or post a question in a chatroom and get some feedback. The digital research free-for-all of direct customer contact and overnight reports has obvious benefits, but it also presents dangers. Being well-informed...