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A probability-based web
panel for the UK:
What could it look like?
University of Essex, June 2013
Why a prob-based web panel in the UK?
 More scientifically robust than opt-in panels (Yeager et al 2011)
 Cheaper than probability-based omnibus surveys using traditional modes of data collection
 More timely and flexible than existing large scale surveys
 A vehicle for methodological research that will aid transition to web on other surveys
 Opens up possibilities of collecting new types of data
 Could lead to unanticipated social scientific discoveries
Population and sample
Population of inference:
 UK general population (Eng, Wales, Scotland, N. Ireland)
 Aged 16+, or should there be an upper age limit?
 Inclusion of younger age groups would be possible
Sampling frame:
 Dependency on Postcode Address File (PAF)
 NB. Random Digit Dialling not feasible: response rates too low
Sample of households versus individuals?
Recruitment
Mode of recruitment:
 Face-to-face doorstep recruitment
 Or sequential mixed mode (postal -> f2f)?
Treatment of those without internet access:
 Do we need to include the 20% of UK hholds that are offline?
 If so, provide equipment & internet access to those without, or
tablet with app to all, or second mode (postal)?
Maintaining representativeness
Participant engagement:
 Email invites & reminders: how many, multiple modes?
 Intrinsic motivation
 Incentives: monetary, points, tailored, targeted?
Refreshment samples:
 How often?
 How long to keep panel members?
Weighting for differential non-response:
 Complex
Response Rates
How low can we go?
 Response rate at recruitment stage
 Wave response rates
 Non-response bias
Frequency of data collection:
 At least every one or two months
 Why not more often?
Technology:
 Desktop, laptop, tablet, mobile web
 Apps versus web browsers
 Should we be designing primarily for mobile?
 Complementary data collection using other real-time data
collection modes and remotely collected biomeasures &
biomarkers
Questionnaire
 Provision of questions by academics, govt researchers, others?
 Core questions: topics of interest to main sponsors
 Open question space: timeliness
 Ratio of core questions and open question space
 Mix of cross-sectional and longitudinal questions
 Questionnaire length
Financing
European model:
 European model = Grant funding, based at university
 Commercial model, e.g. Knowledge Networks
 Other model, e.g. government funded?
Investment:
 What is the right cost metric to compare to alternatives?
 What is the added value of a UK prob-based web panel?
11
For discussion
Three key issues for the UK:
 Is there a business case for a UK probability-based web panel?
 What business model would work in the UK?
 Trade-offs between cost and quality
e.g. exclusion of those without internet access
For further info
Email Gerry.Nicolaas@natcen.ac.uk
Go to the website
http://www.natcen.ac.uk/genpopweb/index.htm
Follow @GenPopWeb
Thank you

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A probability-based web panel for the UK: What could it look like?

  • 1. A probability-based web panel for the UK: What could it look like? University of Essex, June 2013
  • 2. Why a prob-based web panel in the UK?  More scientifically robust than opt-in panels (Yeager et al 2011)  Cheaper than probability-based omnibus surveys using traditional modes of data collection  More timely and flexible than existing large scale surveys  A vehicle for methodological research that will aid transition to web on other surveys  Opens up possibilities of collecting new types of data  Could lead to unanticipated social scientific discoveries
  • 3. Population and sample Population of inference:  UK general population (Eng, Wales, Scotland, N. Ireland)  Aged 16+, or should there be an upper age limit?  Inclusion of younger age groups would be possible Sampling frame:  Dependency on Postcode Address File (PAF)  NB. Random Digit Dialling not feasible: response rates too low Sample of households versus individuals?
  • 4. Recruitment Mode of recruitment:  Face-to-face doorstep recruitment  Or sequential mixed mode (postal -> f2f)? Treatment of those without internet access:  Do we need to include the 20% of UK hholds that are offline?  If so, provide equipment & internet access to those without, or tablet with app to all, or second mode (postal)?
  • 5. Maintaining representativeness Participant engagement:  Email invites & reminders: how many, multiple modes?  Intrinsic motivation  Incentives: monetary, points, tailored, targeted? Refreshment samples:  How often?  How long to keep panel members? Weighting for differential non-response:  Complex
  • 6. Response Rates How low can we go?  Response rate at recruitment stage  Wave response rates  Non-response bias
  • 7. Frequency of data collection:  At least every one or two months  Why not more often?
  • 8. Technology:  Desktop, laptop, tablet, mobile web  Apps versus web browsers  Should we be designing primarily for mobile?  Complementary data collection using other real-time data collection modes and remotely collected biomeasures & biomarkers
  • 9. Questionnaire  Provision of questions by academics, govt researchers, others?  Core questions: topics of interest to main sponsors  Open question space: timeliness  Ratio of core questions and open question space  Mix of cross-sectional and longitudinal questions  Questionnaire length
  • 10. Financing European model:  European model = Grant funding, based at university  Commercial model, e.g. Knowledge Networks  Other model, e.g. government funded? Investment:  What is the right cost metric to compare to alternatives?  What is the added value of a UK prob-based web panel?
  • 11. 11 For discussion Three key issues for the UK:  Is there a business case for a UK probability-based web panel?  What business model would work in the UK?  Trade-offs between cost and quality e.g. exclusion of those without internet access
  • 12. For further info Email Gerry.Nicolaas@natcen.ac.uk Go to the website http://www.natcen.ac.uk/genpopweb/index.htm Follow @GenPopWeb Thank you