Online fights back! - Combating communication fatigue with innovation

Online will shortly become the primary data collection method for research worldwide. Its well-documented advantages include speed, cost, international reach, and sampling possibilities.

Online fights back! – Combating communication fatigue with innovation

Richard ThorntonCiao Market Research GmbH, United Kingdom

Tony HuflettFat Planet, United Kingdom

INTRODUCTION

As online market research is still a relatively young data collection method, many questions remain as to how to improve and optimize its use. There is a realistic danger that the long-term issue of falling response rates observed for other data collection methods will increasingly apply to online. The trend has already been set with the decline in response rates when researching via face-to-face or telephone methods. Arguably this has been aided by legislation here in...

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