The shift to on-line research – managing and taking advantage of it
Brian Fine, Steven Davies and Jim AlexanderAMR interactive, Australia
INTRODUCTION
We can hardly believe the dramatic changes in the methodology landscape over the past few years. In 1999, researching online was a methodology that attracted many sceptics and a lot of cynicism, and in most countries there was insufficient internet penetration to consider online methods could deliver samples representative of the population. There was always a caveat about the people excluded from samples, and the approach was only really taken seriously if we...