Collecting Hidden Consumer Data Online: Research on Homosexuals

Details

Serval ID
serval:BIB_840DBDF5B0BB
Type
Article: article from journal or magazin.
Collection
Publications
Title
Collecting Hidden Consumer Data Online: Research on Homosexuals
Journal
Journal of Advertising Research
Author(s)
Morhart F. M., Henkel S., Herzog W.
ISSN
0021-8499
Publication state
Published
Issued date
2008
Peer-reviewed
Oui
Volume
48
Number
2
Pages
247-254
Language
english
Abstract
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
Create date
09/09/2009 21:44
Last modification date
20/08/2019 14:43
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