TY  - JOUR
AB  - The article suggests the use of direct marketing address data in social science surveys. Data bases of four major German commercial firms offering addresses for lease are explored. Since such data are mainly drawn from telephone directories the paper discusses specific properties of the data sets with a bearing on their appropriateness for population sampling. In all cases the mere addresses are merged with various complementary informations qualifying them for selective marketing purposes of commercial users. Thus the question is raised whether based on these additional informations selective sampling according to relevant social and demographic categories may be validly implemented for survey purposes as well. The paper ends describing costs arising out of the use of direct marketing addresses and lists a few
guidelines for the choice of a supplier.
DA  - 1994
KW  - sociology
KW  - sampling
KW  - Umfrageforschung
KW  - Stichproben
KW  - Soziologie
KW  - survey research
LA  - ger
IS  - 35
M2  - 54
PY  - 1994
SP  - 54-65
T2  - ZUMA-Nachrichten
TI  - Direktmarketingadressen für Umfragezwecke?
UR  - https://nbn-resolving.org/urn:nbn:de:0070-bipr-16355
Y2  - 2024-11-22T03:18:56
ER  -