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Can Online Surveys Represent the Entire Population?

Author

Listed:
  • Grewenig, Elisabeth

    () (Ifo Institute for Economic Research)

  • Lergetporer, Philipp

    () (Ifo Institute for Economic Research)

  • Simon, Lisa

    () (CESifo)

  • Werner, Katharina

    () (Ifo Institute for Economic Research)

  • Woessmann, Ludger

    () (Ifo Institute for Economic Research)

Abstract

A general concern with the representativeness of online surveys is that they exclude the "offline" population that does not use the internet. We run a large-scale opinion survey with (1) onliners in web mode, (2) offliners in face-to-face mode, and (3) onliners in face-to-face mode. We find marked response differences between onliners and offliners in the mixed-mode setting (1 vs. 2). Response differences between onliners and offliners in the same face-to-face mode (2 vs. 3) disappear when controlling for background characteristics, indicating mode effects rather than unobserved population differences. Differences in background characteristics of onliners in the two modes (1 vs. 3) indicate that mode effects partly reflect sampling differences. In our setting, re-weighting online-survey observations appears a pragmatic solution when aiming at representativeness for the entire population.

Suggested Citation

  • Grewenig, Elisabeth & Lergetporer, Philipp & Simon, Lisa & Werner, Katharina & Woessmann, Ludger, 2018. "Can Online Surveys Represent the Entire Population?," IZA Discussion Papers 11799, Institute for the Study of Labor (IZA).
  • Handle: RePEc:iza:izadps:dp11799
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    More about this item

    Keywords

    online survey; representativeness; mode effects; offliner; public opinion;

    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I20 - Health, Education, and Welfare - - Education - - - General

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