The Evolution of Survey Research Methodology

The landscape of survey research has changed significantly since the 1990s, primarily due to declining response rates and shifts in technology. In the earlier days, traditional methods like landline surveys yielded response rates of approximately 15-20%, whereas contemporary surveys often see rates drop to under 5%. This decline has been particularly notable among less educated white voters, who have become increasingly less likely to participate in surveys, distorting the overall representation of public opinion. Additionally, the transition from landline to mobile and online methodologies has introduced new challenges regarding the reliability and quality of polling data.