Virtual network sampling method using LinkedIn

Surveying people via the Internet presents both opportunities and challenges. The opportunities include quick access to respondents all over the world enabling fast realization of surveys at low costs. The challenges include a lack of control over both the sampling process and research implementation, as well as low response rates. This article describes a method of obtaining an appropriate sample of people for survey research utilising the power of the Internet, while simultaneously allowing the researcher to minimise risk thanks to enhanced control over the sampling process and the implementation of the survey. The proposed method could be used mainly in economic and social surveys; it allows researchers to reach selected groups of respondents and to conduct surveys on a global scale. • The proposed sampling method uses LinkedIn's network structure to quickly reach a dispersed population; • Creating a list of units belonging to the study population resembles the snowball method, though the units are selected for the sample by the researcher and not indicated by the respondents.