In the world of commercial market research, online data collection has grown rapidly in the last decade to become the preferred option in many markets. However, for good reason, print audience measurement has been slower to follow. Few markets have moved their readership studies wholly online. However, the widespread acceptance of online as a viable data collection tool and the growing pressure on response rates mean that it is increasingly under consideration for full or partial adoption on many readership studies worldwide.
Much published work focuses on sample design, the use of panels and potential bias. However, relatively little has looked ateffective web questionnaire design and respondent engagement within the context of readership measurement. This paper will explore the core principles of best practice online questionnaire design within a highly evolved and advanced digital world. We will make suggestions as to how these principles might be adopted in both custom and audience measurement research. Finally, we identify and consider the particular challenges in marrying the digital evolution with the need for robust and nationally representative readership studies.