PT  - JOURNAL ARTICLE
AU  - Felicitas Morhart
AU  - Sven Henkel
AU  - Walter Herzog
TI  - Collecting Hidden Consumer Data Online: Research on Homosexuals
AID  - 10.2501/S0021849908080288
DP  - 2008 Jun 01
TA  - Journal of Advertising Research
PG  - 247--254
VI  - 48
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/48/2/247.short
4100  - http://www.journalofadvertisingresearch.com/content/48/2/247.full
SO  - J Advert Res2008 Jun 01; 48
AB  - 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.