CSI Berlin: The Strange Case of the Death of Panels
Kees de Jong
Despite well documented shortcomings, online access panels remain the predominate sampling source for online market research projects. Online research, according to ESOMAR, is now the largest single methodology; by spend, at 20% of all revenues (ESOMAR Industry Report 2009). When one considers the relative cost per interview it must far and away be the largest single source of quantitative data in the world. The same Industry report for 2004 place online research spend at 9.2%% of global research revenues. Revenues have essentially doubled over five years.