Abstract A31: Online panel sample recruitment and characteristics: An analysis of those who initiate versus complete an Internet survey

Background: Using online research panels can be a quick and efficient means of sample acquisition and data collection. Despite this strength, there is often a lack of transparency in the recruitment of panelists and insufficient consideration of how samples derived from online panels compare to relevant populations and other research samples.

Purpose: The purpose of this study was to inform researchers on what to expect when administering an online survey and recruiting participants using quota sampling through a commercial research panel. The sociodemographic characteristics of those who completed the survey were compared to those who initiated but did not complete it. The survey exit point of noncompleters was also examined.

Methods: A total of N=419 eligible respondents completed an online survey administered via Qualtrics. In addition to study-specific eligibility criteria, sampling quotas were implemented for race and income.

Results: The majority of panelists who provided consent and were eligible for participation went on to complete the survey. The sociodemographic profiles were similar between survey completers and eligible respondents who initiated but did not complete the survey. Survey completers were relatively similar to the U.S. population 50+ years old. Subtle differences were noted in marital status, income, education, and employment status, but were likely related to the derived sample being more racially and economically diverse. Other implications for the use of quota sampling, the placement of key items, and survey length were discussed.

Conclusion: Quota sampling from an online panel can effectively produce a targeted and diverse sample with reasonable internal and external validity.

Citation Format: Carrie A. Miller, Maria Thomson. Online panel sample recruitment and characteristics: An analysis of those who initiate versus complete an Internet survey [abstract]. In: Proceedings of the AACR Special Conference on Modernizing Population Sciences in the Digital Age; 2019 Feb 19-22; San Diego, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2020;29(9 Suppl):Abstract nr A31.