The quality of online panels

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...