This paper sets out the benefits and disadvantages of using online as a research methodology. Rigorous processes and quality controls are necessary in setting up good online research: clients need reliable and representative sample frames to work with when determining sample design, while panel operators should have tested panel representativeness, as well as any weighting procedures required to ensure the sample provides a valid reflection of the target group being researched.
The shift to on-line research – managing and taking advantage of it
Brian Fine, Steven Davies and Jim AlexanderAMR interactive, Australia
We can hardly believe the dramatic changes in the methodology landscape over the past few years. In...