The Interaction of Sampling and Weighting In Producing a Representative Sample Online
研究了互联网调查中加权技术如何校正抽样偏差，并指出加权虽能提高代表性但会增加结果方差，为广告和市场研究人员提供了方法论参考。
The article examines the methodology of Internet surveys used in advertising and marketing research. The use of the techniques of weighting, in which different respondents to the survey are assigned unequal values to account for statistical bias in the sampling process through which respondents are chosen, is discussed. A dilemma for researcher is discussed in which although weighted data is more representative than unweighted responses, the use of weighting produces more variance within survey results.