CSI Berlin: The Strange Case of the Death of Panels

Sampling in the online research world is its Achilles Heel. Whilst we remain reliant on access panels that they are essentially fronts for a relatively limited set of online properties and sources we can never claim scientific rigour and true representativeness.

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.


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