Researching the researchers - the online research barometer

Nicolas Metzke and Katherine Allan

This paper examines usage and attitudes of market researchers worldwide to the Internet as a research methodology.

Researching the researchers - the online research barometer

Nicolas MetzkeCiao France

Katherine AllanCiao UK

INTRODUCTION

The use of the internet as a data collection method began to be explored early. Metha and Sivadas (1995) ran a study which compared an e-mail survey to postal and showed that e-mail could generate high response rates, be substantially quicker and potentially more cost efficient. Five years later, in 2000, Bradley noted that samples recruited from panels were more likely to be representative.

Four years later, in 2004, the use of online for market research studies is growing, and increasingly online is...

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