Fulfilling The Promise Of The Web
- Topics:
- Internet Market Research
- Tags:
- Channel Management,
- Internet,
- Internet Penetration,
- Marketing,
- Quirks Marketing Research Review,
- Web
- Source:
- Quirks Marketing Research Review
FREE Registration is required
Overview: The article tries to establish the fact that the Web is revolutionizing market research. Web interviewing has obvious advantages over traditional telephone and central location interviewing. However, much of what is proclaimed to be revolutionary and new about Web surveys is not an advance, but a half-century regression in terms of data quality and research standards. No one has made a serious argument in the last half-century that quota sampling is anything other than a cheap and expedient alternative to scientifically valid sampling techniques. Yet, quota sampling is the foundation for most current Web surveys. Internet penetration is so high now that there is no longer any issue about the project ability of Web surveys. It is just a matter of time before enough people are on the Internet so that Web surveys can replace telephone and in-person surveys. Revolutionary new techniques, such as “demographic balancing” and “propensity score adjustment,” have solved the Web sampling problem. Web surveys can be conducted almost for free.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Feb 2000 | Pages: 1
