The sourcing challenge – Remedying the differences due to multiple online panel sources
Brian Fine, Con Menictas and Paul WangUniversity of Technology, Sydney (UTS), Australia
Since the Internet was accepted as a way of life for consumers and businesses globally, marketing and social research has used online panels at an increasing rate. While online research offers many benefits such as improved efficiencies and new technology such as visual capabilities, it brings with it its own unique challenges. Some of the pitfalls of online research were earlier addressed by initiatives such as the ESOMAR 25...