"Random" Sampling and "representative" Sampling
In standardized jury research, which draws on a pool of research jurors who are limited to a single venue, quickly locating and securing the services of jurors with such ideal characteristics can be a daunting if not impossible task. This is why standardized jury research often is conducted instead on the basis of "random" sampling (based on lists derived through voter registration, driver license applications, and so on); or through "representative" sampling (based only on demographic characteristics - age, ethnicity, sex, and so on). However, these much less refined methodologies do not present the same type of scientifically valid and meaningful research results that can be achieved through stratified sampling. But with the Internet, and its hundreds of millions of users worldwide, stratified sampling is not a problem; hence the value of virtual jury research in comparison to more standardized formats.
Read more about this topic: Virtual Jury Research
Famous quotes containing the word random:
“Man always made, and still makes, grotesque blunders in selecting and measuring forces, taken at random from the heap, but he never made a mistake in the value he set on the whole, which he symbolized as unity and worshipped as God. To this day, his attitude towards it has never changed, though science can no longer give to force a name.”
—Henry Brooks Adams (1838–1918)