Proprietary market research: are online panels appropriate?

Abstract

This study assesses the efficacy of using an online panel to represent the views of participants in an annual proprietary multi‐sports event. A mixed mode (online and mail survey) research design was used in an attempt to collect data from the entire client‐base. While there were some demographic similarities between the online and mail respondent groups, there were also some significant demographic and behavioral differences and important product preference differences. Our survey findings are presented and discussed. In addition, we discuss the implications of our findings for panel selection in proprietary marketing research settings.

Citation

McDevitt, P.K. and Small, M.H. (2002), "Proprietary market research: are online panels appropriate?", Marketing Intelligence & Planning, Vol. 20 No. 5, pp. 285-296. https://doi.org/10.1108/02634500210441530