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Carma internet research module: Sampling for internet
 

Carma internet research module: Sampling for internet

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CARMA Summer Workshop

CARMA Summer Workshop

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    Carma internet research module: Sampling for internet Carma internet research module: Sampling for internet Presentation Transcript

    • Sampling for Internet Research
      Carma Research Module
      Jeff Stanton
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-2)
      Universe, Population, Frame
      Universe: U.S. Residents, 18+
      Population: Males, 18+
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-3)
      Universe, Population, Frame, Sample
      Universe: U.S. Residents, 18+
      Population: Males, 18+
      Sample
      Malhotra, N. K. (1999). Marketing research: An applied orientation. (International 3rd edition). London: Prentice Hall.
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-4)
      Multiple Sources of Error(http://www.idready.org/courses/2005/spring/survey_SamplingFrames.pdf)
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-5)
      Sampling for Internet-Based Studies
      How to find, buy, or build this list?
      OpenRecruitment
      Final Sample
      Email Invitation
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-6)
      Probability vs. Non-Probability
      Superior Statistical“Projectability”
      RDD – May provide truly random sampleIntra-Org Census as Sampling Frame
      Limited or no Statistical “Projectability”
      Assumes triangulationis required
      Generalizability basedin part on theory foundation
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-7)
      Two types of Non-Probability Sampling
      Non-purposive
      Convenience sampling
      Open recruitment
      Student samples in place of actual population
      Snowball or chain (can also be purposive)
      Purposive
      Expert, Quota, Politically important
      Heterogeneity, Extreme/deviant, maximum variation, intensity
      Homogeneity, modal instance, critical case, criterion,
      Theory-based, disconfirming
      Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Newbury Park, CA: Sage Publications.
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-8)
      Internet Sources of Samples
      Non-purposive
      Email harvesting
      Snowball, chain emails, or IM-Buddy lists
      Banner ads
      Site-based polls
      Site-based links
      Class rosters
      Social networking sites
      Purposive
      Organizational membership lists
      Listservs of interest groups or professional organizations
      Purchased sample frames
      Standing panels
      Amazon MechTurk
    • Amazon Mechanical Turk
      Some pundits have commented that you can pay $0.03 per survey question. Responses come quickly: more than one response per minute in some cases.
    • Mturk Has Built-in Survey Capability
    • Mturk Provides Quick Responses
    • Internet Data Collection Methods (Day 2-12)
      Criticisms of Internet Samples
      Digital Divide: respondents from different communities have differing access to necessary tools
      Non-sampled respondents providing responses
      Sampled respondents providing bogus responses due to lack of proctoring
      Amorphous sampling frame (e.g., due to posting an open link)
      Internet users per 100 people
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-13)
      A response to these problems:Mixed Mode Design
      Telephone response rates have dropped from the 70-80% in the mid-20th century to less than 40%; mail response rates have always been low; Internet response rates have declined
      Solution: Combine mail, phone, Internet, and other modes
      Use best available sampling for each mode
      Instrument design presents another challenge: Uni-mode or mode specific
    • May 15-17, 2008
      Internet Data Collection Methods (Day 2-14)
      Preferred Strategy: Mixed Mode Sampling
      KnownPopulation
      Values
      Start with Theory
      Sampling Frame 1: Mail or Other Sample
      Answer: Who,When, Why
      Triangulate:Calibrate & Compare
      Sampling Frame 2: Internet Sample
      Develop MultipleSample Sources andResearch Modes