NEWS25 November 2014

SurveyMonkey, Westat and Pew to collaborate

News North America

US — SurveyMonkey has announced a collaboration with Westat and Pew Research Center to explore “online non-probability sampling and different ways of gauging survey quality”.

The research will explore the science behind the adjustments and weighting made to four different methods of sampling: non-probability internet-based; address-based; and probability-based phone and internet. The research will also explore “fit for purpose” use cases to help identify which sampling methods are best suited to various research objectives.

As part of the project, SurveyMonkey will provide access to its online panel, Westat will collect new data from a nationally representative sample of adults using address-based sampling, and Pew Research Center, which is conducting a series of methodological studies, will employ its nationally representative American Trends Panel, as well provide comparisons from its national telephone surveys.

The survey instrument will be a standard socioeconomic and political survey and results from the collaboration will be made publicly available.

“We’re excited to be working in association with the nation’s top research organisations to help create a consistent set of measures and techniques,” said Jon Cohen, SurveyMonkey vice president of Survey Research.

“We hope to improve understanding of this new era of opinion research and move the entire industry forward.”