Efficiency vs. effectiveness in online research

This paper demonstrates - through a case - one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches.

Efficiency vs. Effectiveness In Online Research

Carsten Stig Poulsen Professor, The MAPP Centre, Aarhus School of Business, and Founder, Partner and Chairman of the Board, Jysk Analyseinstitut A/S, Denmark.

INTRODUCTION

Ever since their introduction into...