The quality of online panels

Rainer Lamp and Michael Hoppe

Using a quasi-experimental design - in which data collection methods and recruitment techniques as influencing factors were varied - Ipsos Germany conducted a comparative investigation for Langnese/Unilever to assess the validity of online-panel surveys.

The quality of online panels

A methodological test

Michael HoppeIpsos Deutschland and Rainer LampUnilever

BACKGROUND

Online market research is considered to be forward looking not only by many market researchers, but also by quite a few scientists, because with it market research studies can be carried out quickly and at reasonable cost. With the help of the new medium it is possible to address target groups which, so far, have been difficult to reach. It also helps overcome some negative influences of traditional methods,– such as unsuitable times and circumstances of interviewing. At the moment most...

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