Conducting representative online research - a summary of five years of learnings

Conducting representative online market research requires three preconditions: high internet penetration among the survey population; a reliable sampling frame (e.g., an access panel); valid sampling (and weighting) procedures.

Conducting representative online research - a summary of five years of learnings

Mads Stenbjerre and Jens N. LaugesenZapera, Denmark

ONLINE RESEARCH IN THE NORDIC REGION

The Nordic region has one of the highest levels of internet penetration in the world....