The online research bandwagon rolls on
Roderick White
This article provides an introduction to Admap's report on online research. Online has reached 40% of research spending in the US, and about a third of that in Europe; elsewhere on-line growth is more patchy, with figures largely depending on internet penetration. Points discussed include: dominance of internet panels, and associated issues: gaps in population coverage, quality and integrity of online panellists; lack of creative innovation, so far, in how questions are presented to respondents online; weakness in qualitative research; continuing need to make online...