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Collecting Hidden Consumer Data Online: Research on Homosexuals

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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.
   
type journal paper
   
keywords Market Research; Online Research; GLBT Community
   
language English
kind of paper journal article
date of appearance 1-6-2008
journal Journal of Advertising Research
publisher Advertising Research Foundation (New York, NY)
ISSN 0021-8499
ISSN (online) 1740-1909
DOI 10.2501/S0021849908080288
volume of journal 48
number of issue 2
page(s) 247-254
review double-blind review
   
citation Morhart, F., Henkel, S., & Herzog, W. (2008). Collecting Hidden Consumer Data Online: Research on Homosexuals. Journal of Advertising Research, 48(2), 247-254, DOI:10.2501/S0021849908080288.