Research Currencies Need To Embrace Online Methods

Almost two thirds of media industry professionals believe the existing research currencies have not done enough to incorporate online techniques, according to the latest poll from the MRG.

The study of Media Research Group members shows that 63% think that not enough has been done by organisations such as ABC, BARB, NRS and RAJAR to investigate the use and application of online research methods.

However, nearly three quarters of those that took part in the poll claim they are currently using online research techniques in their jobs and over two thirds expect to increase the amount of internet-based work they do over the next year.

Traditional research techniques appear to be coming under increasing pressure from online methods, with over a third of respondents expecting offline research to suffer as technology improves.

The study shows that MRG members currently use online research for a wide variety of projects, many of which might have traditionally used offline methods. The most popular application is for usage and attitude style surveys, followed by media usage questionnaires and panel-based projects.

The poll also shows that online research is being used extensively by a range of media research practitioners, including media owners, agencies and research companies. It is expected that this will increase in the future.

The last MRG Pulse study showed that RAJAR’s decision not to introduce electronic measurement in the immediate future received the support of 63% of media industry figures (see Research Reveals Support For RAJAR).

Media Research Group: www.mrg.org.uk

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