ПРЕДСТАВИТЕЛНИ ЛИ СА ОНЛАЙН АНКЕТИТЕ?
HOW REPRESENTATIVE ARE ONLINE SURVEYS?

Summary/Abstract: This article begins with short discussion of advantages and disadvantages of online surveys. Further, the author answers the question why the representativeness of an online sample is important. First, the market research industry is large and growing. Second, the interest of academic community to online surveys is growing. Third, if the sample is not representative, the research findings could be wrong. In the context of online surveys, the following models of random and non-random samples are discussed – simple random sample, systematic sample, cluster sample, stratified sample, quota sample and self-selected sample.

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