Nonresponse in Social Science Surveys by Panel on a Research Agenda for the Future of Social Science Data Collection

Author:Panel on a Research Agenda for the Future of Social Science Data Collection
Language: eng
Format: epub
Tags: ebook
Publisher: The National Academies Press
Published: 2013-10-07T00:00:00+00:00

Internet Panel Surveys

Many survey researchers see increased use of the Web as the key to controlling escalating data collection costs in surveys. In the committee’s workshop, Reg Baker, chair of the AAPOR panel on online surveys, summarized the results of the AAPOR panel’s study of these surveys (American Association for Public Opinion Research, 2010b). The AAPOR task force concluded that probability-based online panels can provide good coverage of the general population (since they provide Internet access to those lacking it), but overall response rates tend to be very low (5 to 15 percent). Nonprobability designs, involving pre-selected respondents (“panels”), generally ignore coverage error, and they report participation rates to specific survey requests anywhere from less than 1 to 20 percent.

Thus, the reduced costs from the use of online panels come at a price. Most panels use non-probability samples, provide poor coverage, and obtain low rates of participation. These issues with Internet panels have led to the development and publication of international quality standards for access panels, which are becoming a key tool of market, opinion, and research (ISO 26362). The standard lays out criteria for assessing the quality of access panels and applies to all types of access panels, whether Internet or not. The ISO standard aims to provide international criteria to help compare the results of access panels worldwide (International Standards Organization, 2009).

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