Online survey techniques: Current issues and future trends

Online surveys have already made a significant impact on research in the USA. However, in Europe and elsewhere in the world they have not. This paper 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.