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

Ronan Divard 1, *
* Corresponding author
1 ICI
ICI - Laboratoire Information, Coordination, Incitations
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.
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https://hal.univ-brest.fr/hal-00819324
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  • HAL Id : hal-00819324, version 1

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Ronan Divard. La représentativité des échantillons issus d'access panels en ligne : une question majeure pour l'avenir des études de marché.. 2009. ⟨hal-00819324⟩

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