Sampling for Internet Research<br />Carma Research Module<br />Jeff Stanton<br />
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-2)<br />Universe, Population, Frame<br />Universe: U.S. Resid...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-3)<br />Universe, Population, Frame, Sample <br />Universe: U...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-4)<br />Multiple Sources of Error(http://www.idready.org/cour...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-5)<br />Sampling for Internet-Based Studies<br />How to find,...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-6)<br />Probability vs. Non-Probability<br />Superior Statist...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-7)<br />Two types of Non-Probability Sampling<br />Non-purpos...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-8)<br />Internet Sources of Samples<br />Non-purposive<br />E...
Amazon Mechanical Turk<br />Some pundits have commented that you can pay $0.03 per survey question. Responses come quickly...
Mturk Has Built-in Survey Capability<br />
Mturk Provides Quick Responses<br />
Internet Data Collection Methods (Day 2-12)<br />Criticisms of Internet Samples<br />Digital Divide: respondents from diff...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-13)<br />A response to these problems:Mixed Mode Design<br />...
May 15-17, 2008<br />Internet Data Collection Methods (Day 2-14)<br />Preferred Strategy: Mixed Mode Sampling<br />KnownPo...
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Carma internet research module: Sampling for internet

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Transcript of "Carma internet research module: Sampling for internet"

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