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social sciences

Alpha Index:  A-B  C-F  G-K  L-Q  R-S  T-Z

Subjects:  A-E  F-L  M-Z

     
Market Research  
 
page: 1  2  3  4  5  

While there are inherent biases in all forms of research, the key for future market studies will be to reduce online sample bias by 1) recruiting respondents from a very broad pool of offline and online sources, economic and social backgrounds, racial populations, and geography; 2) safeguarding against individuals attempting multiple responses; 3) achieving generous sample sizes sufficient to draw conclusions; 4) conducting parallel testing online and offline and (through propensity weighting) scientifically establish weighting techniques for all sampling; and 5) disclosing survey methodologies and margins of error to conform to industry polling standards.

Conclusion

Market research today is a valid and promising tool for understanding and mapping glbtq households and will become even more important and more useful in the years ahead. Experience tells us that the rapid progress in this area made in corporate America and in the marketplace show growing respect and acceptance for gay men and lesbians as customers, managers, entrepreneurs, shareholders, and employees.

Sponsor Message.

As public opinion trends underscore, American attitudes toward homosexuality and sexual minorities, particularly among younger people, are changing very quickly. This improving climate combined with enhanced knowledge will inform public debate among policymakers and help transform ignorance and invisibility into broader social acceptance for one of the world's remaining stigmatized and often misunderstood populations. It serves everyone's interest to foster and advance all forms of research about glbtq people.

Bob Witeck

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   Related Entries
  
arts >> Overview:  Advertising and Consumerism

In the last decades of the twentieth century, purveyors of products and services have worked to identify and court a glbtq market with both positive and negative effects.

social sciences >> Overview:  Census 2000

Census 2000 revealed that there were 594,391 gay male and lesbian couples in the United States, living in 99.3 percent of all U.S. counties; nearly a quarter of these couples are raising children, and these families live in 96 percent of U.S. counties.

social sciences >> Overview:  Demographics

Recent surveys and data collection efforts hold the promise of providing a more accurate demographic picture of the gay, lesbian, bisexual, and transgender community.

social sciences >> Overview:  Identity Politics

Not limited to activity in the traditionally conceived political sphere, identity politics refers to activism, politics, theorizing, and other similar activities based on the shared experiences of members of a specific social group, often relying on shared experiences of oppression.

social sciences >> Overview:  Political Science

Political scientists have generated insights important to the study of sexuality through research into glbtq participation in formal politics, studies of sexuality as a category of power, and reconceptualizations of the relationship between sexuality and politics.

social sciences >> Overview:  Sociology

As an academic field, sociology has only recently begun to examine sexuality, and members of the profession are divided over glbtq concerns.

social sciences >> Overview:  Transgender

"Transgender" has become an umbrella term representing a political alliance between all gender variant people who do not conform to social norms for typical men and women and who suffer political oppression as a result.

social sciences >> Kinsey, Alfred C.

The most important sex researcher of the twentieth century, Alfred C. Kinsey contributed groundbreaking studies of male and female sexual behavior in America.


    Bibliography
   

Badgett, M. V. Lee. "Income Inflation: The Myth of Affluence among Gay, Lesbian, and Bisexual Americans." Amherst, Mass.: The Policy Institute of the National Gay and Lesbian Task Force and the Institute for Gay and Lesbian Strategic Studies (IGLSS), 1998.

_____. Money, Myths, and Change: The Economic Lives of Lesbians and Gay Men. Chicago: University of Chicago Press, 2001.

Gates, Gary J., and Jason Ost. The Gay and Lesbian Atlas. Washington: Urban Institute Press, 2004.

Herek, Gregory. "Sexual Orientation: Science, Education & Policy." psychology.ucdavis.edu/rainbow/index.html.

Kinsey, Alfred C., et al. Sexual Behavior in the Human Male. Philadelphia: W.B. Saunders, 1948.

Laumann, Edward O., John H. Gagnon, and Robert T. Michael. The Social Organization of Sexuality: Sexual Practices in the United States. Chicago: University of Chicago Press, 1994.

Lukenbill, Grant. Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution. New York: Harper Collins, 1995.

Pomeroy, Wardell. Dr. Kinsey and the Institute for Sex Research. New York: Harper & Row, 1972.

Rhodes, Scott D., et al. "Risk among Men Who Have Sex with Men (MSM) in the United States: A Comparison of an Internet Sample and a Conventional Outreach Sample." AIDS Education and Prevention 14.1 (2002): 41-50.

Ryan, Caitlan, and Donna Futterman. Lesbian and Gay Youth: Care and Counseling. New York: Columbia University Press, 1998.

Sender, Katherine. Business, Not Politics: The Making of the Gay Market. New York: Columbia University Press, 2005

Sherrill, Kenneth. "Same-Sex Marriage, Civil Unions, and the 2004 Presidential Election." New York: The Policy Institute of the National Gay and Lesbian Task Force, 2004. thetaskforce.org/community/electioncenter.cfm.

Taylor, Humphrey, and George Terhanian. "Heady Days are Here Again." Public Perspective 10.4 (1999): 20-23.

Terhanian, George, and John Bremer. "Confronting the Selection Bias and Learning Effects Problems Associated with Internet Research." www.harrisinteractive.com/advantages/whitepapers.asp.

 

    Citation Information
         
    Author: Witeck, Bob  
    Entry Title: Market Research  
    General Editor: Claude J. Summers  
    Publication Name: glbtq: An Encyclopedia of Gay, Lesbian, Bisexual,
Transgender, and Queer Culture
 
    Publication Date: 2005  
    Date Last Updated February 7, 2005  
    Web Address www.glbtq.com/social-sciences/market_research.html  
    Publisher glbtq, Inc.
1130 West Adams
Chicago, IL   60607
 
    Today's Date  
    Encyclopedia Copyright: © 2002-2006, glbtq, Inc.  
    Entry Copyright © 2005, glbtq, inc.  
 

 

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