Using global online panels: a comparative study on the Beijing 2008 Olympics
Charles Pearson, Emma Smith, Rich Ridlen, Heaven Zhang and Andrew Cooper
Research Now, United Kingdom
Over the past few years, online research has become an invaluable tool in the toolkit of researchers across the world. By utilising online access panels, researchers have been able to conduct research faster than ever before. They have been able to rely on the masses of consumers belonging to online access panels and have been able to reach audiences that have been increasingly difficult to reach via traditional methodologies (e.g., the younger generation of 2.0 social networkers). Online access panels in particular have given researchers the possibility of conducting truly consistent, multi-national surveys across multiple continents at the touch of a button.