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Posted by John Taylor on February 08, 2000 at 23:36:27:
In Reply to: On-line research dilemma posted by Sherman Whipple on February 07, 2000 at 15:30:30:
Sherman, as I understand it, you are confortable with using the on-line panels, but not with surveying visitors to a client's site for general purpose research.
And, you have clients wanting to base general research (not site evaluation) on answers from folks who happen into their site.
Since the on-line panels are so inexpensive, are these clients not willing to pay the extra pennies to get a much broader sample that can be weighted to match something close to the total market?
Are they so enamored of anything with an "e" in front of it they can't see the self selection bias involved? I have talked with a couple of clients about doing general market consumer research online. After some discussion of representativeness and bias, most of them seem to accept that online market research (with the exceptions you and Scott have noted) just isn't quite there yet.
Granted, my client base is not very "dot.comish". But they know what market research can and can not do for them. Maybe I am naive about how widespread the desire to move data collection online is.
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