Online research—defined as all surveys or studies conducted via the Internet through a PC, laptop, tablet or mobile device—is attractive for several reasons. The first is that traditional telephone-based approaches to collecting survey data at the national level are becoming increasingly problematic. Unprecedented refusal rates, technology barriers and declining coverage have all made telephone interviewing a challenge in much of the developed world. Angus Reid Global has developed alternative approaches that allow organizations and institutions to have access to an accurate reading of the public mood.

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Online research allows researchers to delve into areas of respondent perception and experience that are simply impossible to penetrate via the traditional telephone survey.