Collecting Hidden Consumer Data Online: Research on Homosexuals

Détails

ID Serval
serval:BIB_840DBDF5B0BB
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Titre
Collecting Hidden Consumer Data Online: Research on Homosexuals
Périodique
Journal of Advertising Research
Auteur(s)
Morhart F. M., Henkel S., Herzog W.
ISSN
0021-8499
Statut éditorial
Publié
Date de publication
2008
Peer-reviewed
Oui
Volume
48
Numéro
2
Pages
247-254
Langue
anglais
Résumé
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. Second, data quality is often unsatisfying, for example, due to social desirability problems. To handle these problems, we recommend an online research strategy. We make our case by reporting on a Germany-wide online study on homosexuals where we applied a three-step procedure for recruiting participants. We were successful in generating a sample of considerable size (n = 6,274) and heterogeneity, and in obtaining high-quality responses. Implications for marketing researchers and advertising professionals are provided.
Web of science
Création de la notice
09/09/2009 22:44
Dernière modification de la notice
03/03/2018 18:54
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