Are Shoppers Representative of the Population? Using Geofenced Grocery, Convenience, and Home Improvement Stores to Represent the Population
James Dayton
ICF
Yangyang Deng
ICF
Lee Harding
ICF
Ronaldo Iachan
ICF
Matt Jans
ICF
Matthew McDonough
ICF
Davia Moyse
ICF
Laura O'Campo
MFour Mobile Market Research
Scott Worthge
MFour Mobile Market Research
However, mobile phone and geolocation technologies advances make it simple to locate people in other places, such as a grocery or convenience store. Combining these stores with home improvement stores should produce a convenience sampling frame that captures most of the general population, and perhaps some people who are not attached to a household. This paper presents results from a national survey of geofenced grocery, convenience, and home improvement stores. The questionnaire, which was completed through an app on the respondent's smart phone, included health measures taken from the Behavioral Risk Factor Surveillance System (BRFSS) core questionnaire so we can benchmark results to a high-profile and respected probability sample survey. The questionnaire also asked respondents to take a picture of an alcohol, tobacco, or sugar-sweetened beverage display to demonstrate innovative data collection not available, or not often used in traditional household surveys.