RT Journal Article SR Electronic T1 Collecting Hidden Consumer Data Online: Research on Homosexuals JF Journal of Advertising Research JO J Advert Res FD WARC SP 247 OP 254 DO 10.2501/S0021849908080288 VO 48 IS 2 A1 Felicitas Morhart A1 Sven Henkel A1 Walter Herzog YR 2008 UL http://www.journalofadvertisingresearch.com/content/48/2/247.abstract 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.