River sampling
River sampling is used in online research to reach a random, less-surveyed online audience. The method makes use of banner ads, pop-up ads or other similar instant capture promotions in order to recruit participants. Those who volunteer to participate in a survey are screened for their demographic characteristics and then randomly assigned to appropriate surveys. Therefore there is the metaphor of being captured from the flowing river of the online audience.
The advantage compared to online panels is that survey participants are more “fresh” than the repeatedly surveyed online panel members. The disadvantage of the sampling method is that it is not representative.
In other words: River sampling is a web-based convenience sample of opt-in participants that uses quota sampling to build a study sample.
See also:
Sample
Online survey
Representativeness
