Research Quality: The Interaction of Sampling and Weighting in Producing a Representative Sample Online: An Excerpt from the ARF's "Foundations of Quality 2" Initiative

John Bremer

This paper discusses the effects of sampling and weighting, and whether tight sampling control removes the need for weighting.

Research Quality: The Interaction of Sampling and Weighting in Producing a Representative Sample Online: An Excerpt from the ARF’s “Foundations of Quality 2” Initiative

John Bremer

Toluna

INTRODUCTION

The latest phase of the Advertising Research Foundation’s (ARF) “Foundations of Quality” research initiative (FoQ 2) began in 2010 designed, in part, to study new questions about the quality of the online samples developed and how new sampling methodologies and technologies have developed in a new marketing ecosystem.

Weighting is a controversial practice as it gives certain respondents more influence over the results than other respondents and affects the variability within...

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