Measurement equivalence in probability and nonprobability online panels

Nonprobability online panels are commonly used in the social sciences as a fast and inexpensive way of collecting data in contrast to more expensive probability-based panels.

Introduction

For over a decade, there has been a prominent rise in the use of nonprobability online panels for survey data collection (Callegaro, Baker et al., 2014). In contrast to traditional probability-based surveys, where units are directly sampled at random from the target population with a known (or knowable) probability of selection, nonprobability online panels are often characterized by an additional layer of pre-selection. The pre-selection step occurs when persons are recruited, usually through mass advertising (e.g., via websites, pop-up ads, and sponsored search results), offering the chance to participate in periodic web surveys, often in exchange for small gifts...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands