Online = research nirvana?
Chris StevensLightspeed Research Global, United Kingdom
Tara JethwaniLightspeed Research, United States
Delphine RenaudLightspeed Research Europe, United Kingdom
INTRODUCTION
The online market continues on a rapid growth trend. This growth trend is being mainly driven by the myriad of online access panels that are available today. Today's online panels can bring significant benefits to research in terms of time, cost, and access to complex target groups. But are all online access the panels the same? Does it make a difference to the researcher which online access panel they choose, and will all online access...