An Examination of Online Sampling Techniques

Ted Davies and Donna Wydra

This paper summarizes the results of a large scale concept testing experiment aimed at gathering data regarding the key sampling issues surrounding online panels.

An Examination of Online Sampling Techniques

Donna Wydra andTed DaviesMarket Facts  United States

INTRODUCTION

One of the key challenges of executing online research is that of sampling: where and how to acquire Internet sample, how to control the composition and consistency of samples and what is the optimal process for sampling on the Internet. Given these issues, along with the proliferation of badly designed surveys being 'forced' upon web users and the heightened sensitivity to spamlike invitations, online panels are being created in hopes of providing better solutions to these sampling issues.

This paper investigates various...

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