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Posted by Scott W. Spain on February 07, 2000 at 20:07:15:
In Reply to: On-line research dilemma posted by Sherman Whipple on February 07, 2000 at 15:30:30:
It seems pretty simple to me Sherman. If you don't like the results you're getting, don't do online research. Except, of course, for the few cases you mentioned being comfortable with.
A lot of big-name research companies have validated the results of their online work by running them side-by-side their phone surveys. They're comfortable with the results they're getting. Are they missing something or, even worse, intentionally overlooking something? I don't think so, but that's not my place to judge. But if they are, then it seems like your willingness to stick to traditional methodologies should work as a competitive advantage for you.
It sounds like you have pretty good reasons to avoid this new beast. Those reasons would probably produce some pretty good marketing copy. If I were you, I'd run with it.
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