We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Online research panel members, who do they represent?

Steve Abbott, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 4 ()
The aim of the paper is to follow long-term tracking of the characteristics and behaviours of survey respondents who claim to participate in online surveys. This report outlines the different ways in which this segment of the population differs from the remainder of the population who are active online. We demonstrate that there are some differences in the demographic profiles and these are routinely accounted for when weighting results derived online. However, we demonstrate the much wider differences in behaviour and attitude that remain after accounting for demographics. As a result, we propose some approaches that might be used to mitigate the inherent dangers involved in relying on online research information when seeking to estimate the overall scale of a market opportunity.

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

This course has really shown me how to alter my existing writing skills to produce successful online copy - I didn't realise what simple changes to my copywriting could achieve with regards to grabbing the readers' attention and holding it

Clare Yates,
Key Retirement Solutions

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

share on