May. 15, 2012

Appendix: Details About the Database Matching

The database analysis in this report relied on two separate databases – a consumer database that matched landline numbers to addresses and provided information about the households, such as financial status, lifestyle interests, as well as some basic demographic information about the people in the household. The phone numbers and addresses were then matched to […]

May. 15, 2012

Section 2: Household Database Comparisons

One way to further understand how well the surveys performed is to compare survey respondents with those who did not respond to the survey, using household data from third-party sources. An attempt was made to match all responding and non-responding households to records in two large national databases so they could be compared on a […]

May. 15, 2012

Section 1: Survey Comparisons and Benchmarks

For the past few decades, telephone survey researchers have faced increasing difficulty contacting Americans and getting reluctant people to cooperate. Surveyors also face the challenge of adequately covering the U.S. population at a time of growing cell phone use. More than a third of households can be reached only on a cell phone, thus making […]

May. 15, 2012

Assessing the Representativeness of Public Opinion Surveys

For decades survey research has provided trusted data about political attitudes and voting behavior, the economy, health, education, demography and many other topics. But political and media surveys are facing significant challenges as a consequence of societal and technological changes. It has become increasingly difficult to contact potential respondents and to persuade them to […]