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Online research: Methods, benefits and issues — Part 2
Journal of Direct Data and Digital Marketing Practice
This paper is an update of the one writt en in 2002, when online surveys had made a signifi cant impact on research in the USA, but were yet to take hold in Europe and elsewhere. Part 1 of this paper, published last month, described the signifi cant growth and impact of quanti tati ve online research since 2002. This second part focuses on qualitati ve and hybrid online research techniques, describing the drivers and barriers for the adopti on of methods including online focus groups and online communiti es.doi:10.1057/dddmp.2011.23 fatcat:lranmzy37rgxfdw6ajxxv7mjaq