The future of online surveys: Evaluating data quality in the UK probability-based online panel (EPOP)

Principal Investigator: Gabi Durrant, University of Southampton
Co-investigator: Olga Maslovskaya, University of Southampton & NatCen

The aim of this research project is to evaluate the data quality from the first UK online probability panel. Identical measures will be carried on the NatCen panel and a number of non-probability panel surveys with benchmarks provided for these same measures by face-to-face probability surveys. National measures, in particular the General Election results, will provide a further benchmark for estimating relative bias in each survey. In addition to the population level, we will assess the level of bias within subgroups to identify how variation may be operating and investigate other sources of possible bias (such as sample quality and device effects).

This project will disseminate the findings to the academic and non-academic users and will ensure that the findings achieve academic and non-academic impact. This project is designed to inform important and live discussions amongst survey funders and providers about the future direction of the UKs’ portfolio of social surveys.