The New York Times and CBS News made their own news late last month with the announcement that they would begin using online panels as part of their election coverage polling. This reignited the online/phone quantitative research debate. There’s still no question that phone research is more representative than online research. But does that mean it’s always better?
With all of the changes happening in market research, we can’t forget the importance of basic skills. Without the basics, all the shiny new stuff doesn’t work.
Research clients speak out on research vendors and the adoption of new tools and techniques
In a world where any methodology choice can introduce some bias to your data, it’s imperative to understand how your findings may skew because you chose phone over online (or online over phone, or river sample over panel sample, or any other choice you made).
When you use an online access panel for research, you depend on those respondents to help inform your critical business decisions. But what if your survey is the ninth one your respondents have taken today?