Industry organisations ESOMAR and the Global Research Business Network (GRBN) have published new online research guidelines, which focus on ensuring the integrity of sample quality.
The new Guideline for Online Sample Quality (GOSQ) provides best practice guidance to help users and providers understand how evolving approaches to online sampling can impact and potentially compromise data quality.
According to the two organisations, online sampling accounts for more than a quarter (28%) of global market and social research revenues at $9.7bn, more than telephone and face-to-face surveying combined. However, the number of professional research participants who enter multiple surveys to secure incentives, is causing concerns about integrity of the research data. In addition, the proliferation of mobile devices is posing challenges for online researchers - specifically in terms of bias.
ESOMAR and GRBN say the guideline is recommended reading for all stakeholders in the research process, from survey designers to data users. Issues addressed include:
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.