Collecting Hidden Consumer Data Online: Research on Homosexuals

Collecting highly private data from consumers with nonapparent or even hidden characteristics, such as homosexuals, is difficult for two reasons: First, the resulting data sets are rather small and nonrepresentative due to reachability and nonresponse problems.

Collecting Hidden Consumer Data Online: Research on Homosexuals

Felicitas Morhart, Sven Henkel and Walter HerzogUniversity of St. Gallen, Switzerland

INTRODUCTION

In their quest for untapped market potential, companies are aiming to unearth consumers' more...

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