Online market research: Methods, benefits and issues Part 1

Abstract

This paper is an update of one written in 2002, when online surveys had made a significant impact on research in the USA, but were yet to take hold in Europe and elsewhere. This latest paper part 1 of 2 describes how online market research has now become a de facto methodology for many organizations. It describes the key drivers for growth of online access panels, plus the benefits, issues and applications of the other main quantitative research tools and techniques, including online surveys, river sampling, client panels and databases, and website visitor surveys. Part 2, to be published in the next issue of JDDDMP, will describe developments in qualitative online market research. © 2011 MACMILLAN PUBLISHERS LTD.