Online market research in Hungary started as a practical method in 1999 and nowadays it has become a fully-fledged 'mainstream' research method. While Internet penetration was below 50% in Hungary, it was difficult to argue with the reliability of the method. The year of change was 2008, when domestic Internet access increased to 55% among the population. Indeed, the domestic history of the online method can be calculated from this point, although it is true that besides such penetration there were still target groups that could not be reached only partially through the Internet, so caution was not unreasonable in these times. The real turnaround, the real breakthrough was in 2013, when Internet penetration has risen above 70% and most of the target groups have actually become available online. The situation has improved even more since internet penetration is currently 75% in the whole population in Hungary (source: KSH, 2018) and over 90-95% at younger, wealthier, more educated consumers, so we can practically reach almost all target groups, like with other non-online methods (except for those over 60, where penetration is only 41%; this does not mean that they cannot be reached online, just to take into account that less than half of them are accessible via the Internet).
The method has thus become reliable in the scientific and academic sense nowadays, and the results of a purely online research are as accurate and reliable as any other research method would have done.
Which are the benefits of online market research?
How is it going?
What is the online panel?
What about representativity?
How do clients think about this?
What research do we recommend for cost-effective online market research?
For whom / for what purpose do we recommend online market research?
What about pricing?
For more answers please visit our site: Online market research in Hungary!
(Piackutatás blog)
