When it comes to research, online polling has an image problem. Federal Labor minister Craig Emerson was at it again this morning, saying the Essential Report was not a representative sample.

Part of the problem with online polling, is that it is often confused with the self-selecting web-based surveys that many news sites run – these, of course, are not scientific.

But evidence is emerging that professionally sourced and managed online panels are every bit as representative and accurate as the traditional method of telephone polling.

It has been estimated that more than 50% of all market and social research in Australia is conducted on line – it is relied on by major companies (and Governments!!) to make key decisions about their products, services, marketing. If it wasn’t reliable and valid they would be putting their businesses at considerable risk. Comments »