In Thomas F. Stafford’s and Dennis Gonier’s article “The Online Research “Bubble” – Seeking to improve the commonly used online
survey sampling approaches” they seek to offer some improvements to the current online survey sampling methods which are in vogue with market researchers. The practice of large online consumer panels is posing a serious threat to the industry due to the fact that there is an emerging phenomenon of quasi-professional survey takers. Research from one large panel has shown that 1% of the panel was responsible for 30% of the online surveys completed. These survey takers are less likely to be fully employed and spend a disproportionate amount of time online.

The solution that Stafford & Gonier suggest is to look beyond the panel. They make the point that it is worthwhile considering other alternatives. They argue that To get your online research one quickly, you’ll either have to sacrifice cost or quality. It’s an easy choice: two of three important characteristics are available. You just don’t get it all, because the free lunch” of cheap, quick, and valid results doesn’t exist in online studies any more than it did in the world of offline research. Good sampling takes time or money; take your choice.

One thing that I do think that is worthwhile considering is designing purpose built panels. Custom online panels can can offer a pretty neat solution and at a reasonable price. While not suitable for all research problems instances they do particularly well within closed groups i.e. customer research, citizens panels.