Using Non-Probability Samples for Confusion Surveys -- Mall Intercepts and the Internet

Sat Oct 17 16:24:38 EDT 2009
By Dr. Eugene Ericksen

In certain surveys to test trademark infringement claims, it is necessary to create two groups of respondents by random assignment and show each group different products. Although it is preferable to randomly select respondents from the general population (known as probability samples), cost and timing considerations often make probability samples infeasible, and surveys are often taken among respondents recruited in shopping malls or on web survey panels instead. In this article, published by Survey Practice, NERA Special Consultant Dr. Eugene Ericksen compares the characteristics of the recruits likely to be obtained by these two approaches and discusses their potential for creating useful data.