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La représentativité des échantillons issus d'access panels en ligne : une question majeure pour l'avenir des études de marché

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  • Ronan Divard

    (ICI - ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest)

Abstract

The development of online access panels deeply upsets the market surveys' landscape. Although they are presented by their owners as very successful tools, they often arouse important scientific questioning, particularly as regards the representativeness of the samples arising from them and therefore, the validity of the gathered information. In this paper, all the sources of error which can affect the representativeness of samples extracted from online access panels are analyzed, as well as the means to anticipate or to fix them. The main purpose is to provide the users of such devices with elements that will help them to evaluate their quality.

Suggested Citation

  • Ronan Divard, 2009. "La représentativité des échantillons issus d'access panels en ligne : une question majeure pour l'avenir des études de marché," Working Papers hal-00819324, HAL.
    • Handle: RePEc:hal:wpaper:hal-00819324
    Note: View the original document on HAL open archive server: https://hal.univ-brest.fr/hal-00819324
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