Online Research… and All That Jazz! - The practical adaptation of old tunes to make new music
Steven Gittelman and Elaine Trimarchi
It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. Here we take a hard look at the use of behavioral profiling of respondents to augment the old and create new representative sampling frames. We are at a crossroad; either we ground our research with proper theory or we lose to those who claim to read the wisdom of crowds.