Quality Issues in Online Research

Nick Sparrow

Online polls and surveys using volunteer panels have grabbed a large slice of the research data collection market largely because they offer fast and cost-effective research solutions.

Quality Issues in Online Research

Nick SparrowICM Research

In November 2005 ICM conducted two separate research studies, one on issues surrounding crime and punishment and the other including questions on taxation and government spending. In both cases the questions were asked simultaneously of a random sample contacted by telephone and an online panel. The surveys included questions also asked on other large-scale authoritative research studies conducted in the United Kingdom, such as the British Crime Survey and the British Social Attitudes Survey.

Like many research projects, the results were weighted to be...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands