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...