Pew Plans Less Phone Polling for Research

Pew Plans Less Phone Polling for Research

BloggerTo us, it is no surprise that Pew Research Center has chosen to dramatically reduce phone polling in favor of online polling to gather research data. Recently, we wrote a post on how they viewed the differences between online polling and phone polling. We pointed out that the key difference in results from the two polling processes shows up in the “mode effect”, though there are a few other differences as well. Until recently, phone surveys have been the primary means of gathering data for polls and for marketing purposes. However, phone patterns have changed so dramatically in the last few years due to the Internet and mobile phones that phone polling has become extremely difficult. Pew Research Center has done extensive analysis of the results of the two approaches to polling. Beyond the mode effect there is little difference in results but a large difference in efficiency. We expect online polling to become the primary polling form for the foreseeable future.