论文信息 - Online Research Methodology*

Online Research Methodology*

ABSTRACT The Internet’s potential for quantitative data collection has been debated by researchers for many years. For advertising academics and practitioners, the Internet allows for the assessment of consumer opinions and attitudes toward a range of topics. However, the accessibility of online populations and the generalizability of data collected online are uncertain. The author discusses a range of online techniques and what we still need to learn about such techniques in order to harness the potential of the Internet for quantitative research. The author wishes to acknowledge the insights provided by Mariea Hoy, Angela Mak, and Tad O’Dell during the preparation of this manuscript.

K. Sheehan

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