The Internet and Opinion Measurement: Surveying Marginalized Populations

ABSTRACT

Objective. Problems of self-selection, selection bias, and response rates have greatly limited the use and validity of on-line surveys. This study addresses those issues by examining population data for a group of Internet users who responded to a series of on-line surveys, enabling the calculation of both response rate and selection bias. Methodology. A series of surveys were posted on a gay/lesbian website. We compare demographic data collected from our study sample with national data on gays/lesbians. A logistic regression model was used to determine if differences existed between participants and nonparticipants. Results. The study sample of gays/lesbians comported well with the national sample. Demographic characteristics of those electing to participate in the surveys and nonparticipants are practically indistinguishable. The response rate to our on-line surveys was approximately 16.4 percent, similar to that in nontargeted mail surveys. Conclusions. The results indicate that, despite its limitations, the Internet can be a valuable medium in reaching populations difficult to identify using standard survey research techniques.