Collecting Hidden Consumer Data Online: Research on Homosexuals

Felicitas Morhart, Walter Herzog and Sven Henkel

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today