GROW's Kaisa dismisses the skeptics and says committed reader web panels are the way to go.
Media research, like everything else, from our social life to shopping, is moving increasingly to the internet. Paper questionnaires are becoming rarities, telephone interviews are decreasing. Huge call centers are not needed anymore. The whole research industry is in ongoing change. What does this all mean then? Effectiveness, quickness, money savings. Purely positive consequences! "Quality suffers," say skeptics, "not all the people can be reached via internet." That's maybe partly true, but can you really reach all the people via phone or mail either?