Inclusive Online Research Design During Crisis: A COVID-19 Study on Consumer Behavior in Serbia

Ivanović, Đina and Antonijević, Marija (2026) Inclusive Online Research Design During Crisis: A COVID-19 Study on Consumer Behavior in Serbia. SAGE Publications Ltd, London. (Unpublished)

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Abstract

This case study explores the methodological adaptations necessary to conduct inclusive online research during the COVID-19 lockdown in Serbia. Grounded in original questionnaire-based research involving 408 respondents, it examines shifts in consumer behavior with respect to online shopping and the inclusive strategies used to address digital divides. The study highlights practical and ethical considerations involved in designing and distributing a mobile-friendly, anonymous questionnaire using accessible platforms such as Google Forms and social media. Emphasis is placed on engaging hard-to-reach populations, minimizing digital exclusion, and navigating participant emotional responses. This case offers valuable insights for students and early-career researchers interested in implementing inclusive methodologies during crises or under resource constraints.

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