Faster and cheaper: do we really need proper research any more?

This paper describes the results of two studies conducted by ICM Research and MSTS into methodological issues related to online access panels.

Faster and cheaper: do we really need proper research any more?

Matt BurnICM Research, United Kingdom

Jerry ThomasMSTS (Mobile Sensory Testing Services) Ltd, United Kingdom


Do we really need proper research anymore? In short, the answer is yes, of course we do. However, significant numbers of research buyers appear to be increasingly willing to use online access panels and to trade confidence in the accuracy of results in return for cost savings and faster turn around times.

Furthermore, our research indicates that many research buyers feel under pressure from their own internal clients to deliver results more...

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