Online panel research: History, concepts, applications and a look at the future
Venue
Online Panel Research: A Data Quality Perspective, Wiley (2014), pp. 1-22
Publication Year
2014
Authors
Mario Callegaro, Reg Baker, Jelke Bethlehem, Anja S. Goritz, Jon A. Krosnick, Paul J. Lavrakas
BibTeX
Abstract
In this introductory chapter, written by the six editors of this volume, we
introduce and attempt to systematize the key concepts used when discussing online
panels. The connection between Internet penetration and the evolution of panels is
discussed as are the different types of online panels, their composition, and how
they are built. Most online panels do not use probability-based methods, but some
do and the differences are discussed. The chapter also describes in some detail the
process of joining a panel, answering initial profiling questions, and becoming an
active panel member. We discuss the most common sampling techniques, highlighting
their strengths and limitations, and touch on techniques to increase
representativeness when using a non-probability panel. The variety of incentive
methods in current use also is described. Panel maintenance is another key issue,
since attrition often is substantial and a panel must be constantly refreshed.
Online panels can be used to support a wide range of study designs, some
cross-sectional or and others longitudinal, where the same sample members are
surveyed multiple times on the same topic. We also discuss industry standards and
professional association guidelines for conducting research using online panels.
The chapter concludes with a look to the future of online panels and more generally
online sampling via means other than classic panels.
