Without a net – making business decisions from online panel data
Reg BakerMarket Strategies International, United States
INTRODUCTION
After a decade of extraordinary growth, online research has now entered a period in which there are significant concerns about panel data quality and even about the validity of online as a research method. Concerns about the emergence of professional respondents, unknown levels of fraudulent qualifying for surveys, unacceptable levels of survey satisficing, and a handful of well-publicized instances in which online surveys failed to replicate either offline or other online results have combined to create a renewed focus on data...