She had observed that some of their recent, commissioned online surveys featuring parallel questions and sampling specifications turned out to have results that varied more than expected.
She suspected sampling error due to the almost exclusive use of panels in online research.
In theory, at least, parallel studies should not produce disparate results if correct, “probability-based” sampling techniques are used.
In reality, true probability sampling in market research applications has not been achievable for decades, not in mail surveying, not in telephone surveying, and not in the increasingly popular realm of online survey research, for reasons which I will explore in a later post.
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