PALO ALTO, Calif., Nov. 24, 2014 /PRNewswire/ — SurveyMonkey, the world’s leading online survey platform, today announced plans to examine non-probability sampling and potential frameworks for measurement and evaluation with Westat, an employee-owned research corporation, and Pew Research Center, a nonpartisan, nonprofit research organization. Results from the collaboration will be made publicly available.
The primary focus of the collaboration will be to better understand non-probability research and different ways of gauging survey quality. The research will examine 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. In addition, the research will explore “fit for purpose” use cases to help identify which sampling methods are best suited for various research objectives.
“We’re excited to be working in association with the nation’s top research organizations to help create a consistent set of measures and techniques,” said Jon Cohen, SurveyMonkey VP of Survey Research. “We hope to improve understanding of this new era of opinion research and move the entire industry forward.”
“Having no singular framework for non-probability sampling is limiting the insights market researchers and opinion pollsters can deliver,” said Mike Brick, Westat Senior Statistician. “Collectively, we want to explore the assumptions of the underlying model and if, or how, revisions should be made to rethink quality in our industry.”
Each of the three participating organizations will contribute data and staff time. SurveyMonkey will provide access to its online panel. Westat will collect new data from a nationally representative sample of adults using address-based sampling. Pew Research Center, which is conducting a series of methodological studies, will employ its nationally representative American Trends Panel and also provide comparisons from its national telephone surveys. The survey instrument will be a standard socioeconomic and political survey.
This initiative comes off the announcements of SurveyMonkey’s Advisory Committee and partnership with NBC News.
Westat is one of the leading research and statistical survey organizations in the United States. Since 1963, Westat has provided statistical and evaluation research services to Federal and state government agencies and other organizations in the fields of health, education, social services, transportation, housing, the environment and other subjects.
SurveyMonkey is the world’s leading online survey platform, with more than 2 million survey responses every day. SurveyMonkey has revolutionized the way people give and take feedback, making it accessible, easy and affordable for everyone. The company was founded in 1999 with a focus on helping people make better decisions, and has built technology based on over 10 years of experience in survey methodology and web development. Customers include 99% of the Fortune 500, academic institutions, organizations and neighborhood soccer leagues everywhere.
The company has over 400 employees globally, with headquarters in Palo Alto, CA. For more information, visit www.surveymonkey.com.
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