Uses and Misuses of Online-Survey Panels in Digital Research
本文讨论了在线调查面板在营销研究中的使用问题，指出参与者往往是重度互联网用户，导致调查结果偏差，进而影响广告媒体规划决策。
The author offers opinions on the use of Internet surveys in marketing research. A threat to the accuracy of such surveys is said to exist in that persons who participate in online survey panels tend to be much heavier users of the Internet than other consumers, meaning that their answers to questions on mass media use or shopping behavior can skew survey results. It is stated that that can lead to poor decisions in advertising media planning based on a perception that consumers on average spend more time on the Internet than they actually do.