How do online communities compare to online panels?

October 2008 issue of the Quirk's Marketing Research Review includes an article that examines the use of online communities in marketing research. The abstract of this article by Gregory S. Heist and Mitchell S. Sanders of Gongos Research reads: "The authors compare and contrast online communities and online panels, examining instances where communities have been used, such as GM's Project Driveway effort. They look at community members' reasons for participation and analyze data from community respondents vs. data from online panelists."

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