Online Surveys and Internet Research

This article describes the current state of the online survey market. It particularly highlights the big differences between the US where these techniques have been widely used and Europe where they have not. It discusses the reasons for this divide and the many issues surrounding online panels and website interviewing. It also covers online qualitative methods and suggests that these may never become as mainstream as the quantitative methods (in Europe at least). It reviews areas where online research is likely to make a major impact and discusses potential future developments.