Targeting matters most. Surveying the wrong audience can lead to misleading data and poor decisions, even if the questions themselves are solid. Weighting shapes reality. Overrepresenting certain ...

Wondering how many people in the United States have a smartphone? If you poll 20 people on the street, your survey won’t be representative of the entire American population. But if you just want to ...

This study looks at how national public opinion polling in the United States changed from 2000 to 2022. It focuses on two aspects: the sample source(s) – that is, where the survey takers came from – ...

Survey sampling and estimation methods form the cornerstone of modern statistical inference, underpinning research across the social, medical, and natural sciences. At their heart, these methods ...

Pew Research Center designed this study to assess the current state of online survey sampling methods – both probability-based and opt-in – and determine their accuracy on general population estimates ...