Online research is being used widely, across the globe; however, I have been in dilemma about its application and use, particularly in comparison to offline research which is more personalised. In my recent tryst with online research, I found something amiss and that was the completeness that comes with a personal interaction. It may be a conservative perspective, but I have always been of the belief that an unthreatening environment and the research methods are two essential requisites of any good research, particularly when I talk of qualitative research. The difference between online and offline research is same as the difference between a virtual meeting and meeting in flesh and blood. Given a choice we would always prefer to have an offline meeting with the ones we want to , vis a vis a virtual one.
One of the key challenges of online research is to keep the respondent engaged and involved without being able to accurately decipher the signals that the tone and body language can give. In an offline interview, a lot can be achieved and controlled by the means of posture and eye contact. This lack of control is not just in the case of behaviour and engagement but also spreads over to the research environment. The lighting, seating arrangement, air circulation and other such factors become completely out of control of the researcher when the interview or interaction is being done in an online mode. Qualitative research is not just understanding the respondent but also taking cues from his or her environment and deciphering information from the cues that the environment offers. In the light of my arguments presented above, the efficacy of the online research can be in question. Though it is convenient and at times the only solution but its use should only be limited to where I feel offline research cannot be reached. A judicious and wise use of online research is acceptable but I disagree with it becoming a replacement for offline research tool.
