[Home Page] [Previous Page]
[Old Roundtable Archives] [New Roundtable]
Posted by Sherman Whipple on February 07, 2000 at 11:35:28:
In Reply to: Re: Now, you really didn't mean this, did you? posted by anonymous on February 06, 2000 at 02:05:05:
I don't believe anyone is dismissing on-line research. I have found several methods using on-line components (ie. panel resesarch) where there is evidence that one not only sees good results, but faster turn-around and lower costs as well.
Futher, there appears to be some relevance in the findings from on-line research in the testing of on-line deliverables, though, to date, this is not always consistent. But, as for population projectability, neither I, nor any of my colleagues and assoicates, have found a single shred of evidence that this can be delivered using an on-line suvery of anything but a pre-screened panel. Rather, most is so unrpresentative and skewed, that no degree of weighting would be capable of providing data that was not totally suspect.
My suggestion is that, if you need projectable data, you may be well advised to be patient, spend a little time in the slow lane and get it right, than slide too quickly into the oncomming lane.
Subject: