Internet Population Studies. Molehills on the Search for Representativity

Results of Internet user surveys which are based on World-Wide Web homepages cannot easily be generalised to the entire user population. Nevertheless the growing importance of the medium attracts a need for population studies that are statistically validated. This article explains why certain methods cannot lead to representative results and highlights the types of problems that have to be taken into account when planning a survey. The article will then suggest solutions to overcome the specific selection process of respondents.