La calidad de la encuesta en la sociedad digital: Avances y retrocesos
Palabras clave:
Calidad, Encuesta, Errores medición, Errores no observación, Myuestras encuestas onlineResumen
La creciente digitalización de las sociedades desarrolladas contribuye a abaratar los costes de la investigación, aunque no siempre cumpliendo criterios de calidad. Este artículo ofrece una panorámica de avances en metodología de encuesta tras la revisión de recientes investigaciones empíricas publicadas en revistas especializadas. Especial énfasis se pone en la encuesta online y los métodos mixtos de encuesta, junto con los hándicaps de la recopilación de datos mediante dispositivos móviles. Se detectan déficits de representatividad de las muestras por errores de cobertura, de no respuesta y la aplicación de muestreos no probabilísticos y paneles de voluntarios. También, déficits de representatividad de los datos por errores de medición, a cuya aminoración contribuyen recientes avances tecnológicos. Cada error se acompaña de actuaciones consensuadas para reducir su incidencia en la calidad de la encuesta.
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