Question

Topic: Research/Metrics

How Can I Conduct Accurate And Relevant Online Research?

Posted by Anonymous on 6/12/2004 at 1:18 PM ET 250 Points
The market research industry is approaching a major crossroads. Twilight appears to be setting in on the fortuitously effective and convenient methodology of random digit dialing into residential households. Response rates continue to decline. The result is that sample validity is dropping while survey costs are increasing. The impending displacement of residential landlines with cell phones threatens to become the tipping point.

How should the industry respond? Return to door-to-door personal interviews? Or, develop methodologies for online research that can be extrapolated to the population?

New methodologies for online research would seem to be the answer. Yet, at this point at least, there doesn't seem to be any practical way to survey a random, representative sample of the population via online research.

Should the market research industry move beyond the notion of random sampling, and develop other approaches that will provide accurate and relevant metrics but that can be applied to online research? If so, what kind of approaches would work, or are working now?
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RESPONSES

  • Posted by Blaine Wilkerson on 6/13/2004 at 1:35 AM Member
    Actually, market research has already gone beyond random sampling. As a matter of fact, targeted sampling is quite common and highly recommended.

    Here are some links to help you out:

    www.confluence.co.za

    www.zoomerang.com

    www.perseus.com

    You may even run a search here at MarketingProfs. I bet there is a lot of info on this site as well.

    BTW- Your question was well written. Almost sounds like a university query from a textbook or professor!

    Good Luck!
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