The sourcing challenge - Remedying the differences due to multiple online panel sources

Brian Fine, Con Menictas, Paul Wang

An earlier presentation by the authors at the ESOMAR 2006 Panel Conference identified that a hidden bias exists as a result of respondents belonging to multiple online panels.

The sourcing challenge – Remedying the differences due to multiple online panel sources

Brian Fine, Con Menictas and Paul WangUniversity of Technology, Sydney (UTS), Australia

INTRODUCTION

Since the Internet was accepted as a way of life for consumers and businesses globally, marketing and social research has used online panels at an increasing rate. While online research offers many benefits such as improved efficiencies and new technology such as visual capabilities, it brings with it its own unique challenges. Some of the pitfalls of online research were earlier addressed by initiatives such as the ESOMAR 25...

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