The Internet and opinion measurement: Surveying marginalized populations

Citation
Ns. Koch et Ja. Emrey, The Internet and opinion measurement: Surveying marginalized populations, SOC SCI Q, 82(1), 2001, pp. 131-138
Citations number
11
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Sociology & Antropology
Journal title
SOCIAL SCIENCE QUARTERLY
ISSN journal
0038-4941 → ACNP
Volume
82
Issue
1
Year of publication
2001
Pages
131 - 138
Database
ISI
SICI code
0038-4941(200103)82:1<131:TIAOMS>2.0.ZU;2-E
Abstract
Objective. Problems of self-selection, selection bias, and response rates h ave greatly limited the use and validity of on-line surveys. This study add resses those issues by examining population data for a group of Internet us ers who responded to a series of on-line surveys, enabling the calculation of both response rate and selection bias. Methodology. A series of surveys were posted on a gay/lesbian website. We compare demographic data collected from our study sample with national data on gays/lesbians. A logistic regr ession model was used to determine if differences existed between participa nts and nonparticipants. Results. The study sample of gays/lesbians comport ed well with the national sample. Demographic characteristics of those elec ting to participate in the surveys and nonparticipants are practically indi stinguishable. The response rare to our on-line surveys was approximately 1 6.4 percent, similar to that in nontargeted mail surveys. Conclusions. The results indicate that, despite its limitations, the Internet can be a valua ble medium in reaching populations difficult to identify using standard sur vey research techniques.