Our fast-changing world is being driven by advancing technology; shifting demographics and domestic and global public attitudes; and the rise of the millennial generation.  Tracking these important changes—using data-based research—helps policy analysts, government officials, and the public identify and prepare for future challenges. Pew’s research into critical trends is rigorous, nonpartisan, and timely—using analytical tools such as public opinion polling, online surveys and empirical research.

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Pew Research Center

  • What we learned about online nonprobability polls

    • May 2, 2016

    The advantages of these online surveys are obvious – they are fast and relatively inexpensive, and the technology for them is pervasive. But are they accurate? Read More

  • Evaluating Online Nonprobability Surveys

    • May 2, 2016

    Online nonprobability surveys are fast, cheap, and increasingly popular. We compared nine samples and found that accuracy varied substantially. Read More

  • 1. Assessing the accuracy of online nonprobability surveys

    • May 2, 2016

    To better understand the current landscape of commercially available online nonprobability samples, Pew Research Center conducted a study in which an identical questionnaire was administered to nine samples supplied by eight different vendors along with the Center’s probability-based online panel. A benchmarking analysis – in which a subset of each survey’s results was compared to […] Read More

  • 2. Accuracy in estimating multivariate relationships

    • May 2, 2016

    In addition to point estimates (e.g., % approving of President Barack Obama’s job performance), public opinion polls are often used to determine what factors explain a given attitude or behavior. For example, is education level or gender more predictive of Obama approval? This type of analysis involves testing the effects of multiple variables simultaneously. One […] Read More

  • 3. Demographic, political and interest profiles

    • May 2, 2016

    Many nonprobability sample vendors have the ability to provide samples of respondents that, by design, are forced to align with characteristics of the U.S. population. Often those characteristics are demographics such as gender and age, though some vendors also use nondemographic variables. When a vendor forces the sample to match the population on a particular […] Read More