SSRS Opinion Panel
Rigorous Standards Combine Accuracy, Flexibility, and Affordability
Our highly experienced SSRS Opinion Panel team stands ready to support both data collection and analytic client needs. We work closely with clients from the early project planning stages to developing and delivering effective customized solutions. Our services include questionnaire design, web questionnaire programming and hosting, user experience (UX) testing, cognitive interviews, data collection, statistical weighting, and data analysis and reporting. Specific SSRS Opinion Panel services include:
- Methodological consulting
- SSRS Opinion Panel custom surveys
- Sub-population specific surveys such as surveys of Hispanics, people with specific health insurance statuses, caregivers, parents, registered voters, and people with different chronic health conditions
- Establishment and maintenance of custom proprietary panels
SSRS Opinion Panel members are recruited randomly based on nationally representative ABS (Address Based Sample) design (including Hawaii and Alaska). Additionally, we recruit hard-to-reach demographic groups via our Omnibus survey platform. The SSRS Omnibus survey is a nationally representative (including Hawaii and Alaska) bilingual telephone survey designed to meet standards of quality associated with custom research studies. The SSRS Omnibus completes more than 50,000 surveys annually with 70% cell allocation.
The advantage of this recruiting design is that it relies on a high-quality ABS design that yields a higher response rate. Additionally, it leverages our Omnibus platform to ensure adequate representation of typically under-represented groups in public opinion polls such as Hispanics, African Americans, lower educated, or lower income population.
The SSRS Opinion Panel is a multi-mode panel. All internet households participate via web and all non-internet households participate via phone. SSRS’s own research on non-internet respondents suggests that more than 8 in 10 non-internet respondents are unwilling to take surveys via web. SSRS has therefore made a decision not to provide internet access to non-internet households as providing internet access does not effectively address the coverage bias of non-internet households. By definition, non-internet households need to be contacted via a non-internet mode.
For studies that need completion via a singular web mode yet seek to ensure national representation, the SSRS Advanced Methods team has developed a proprietary propensity weighting solution that takes estimates derived for the U.S. adult internet population and adjusts them to mirror the full U.S. adult population (see the section on weighting).
SSRS web surveys comply with industry best practices. They are optimized for smartphone/mobile device administration and are adapted to all operating systems and browsers.
To correct for known biases due to sampling and non-response, SSRS Opinion Panel data are weighted. The weighting process takes into account disproportionate probabilities of selection across and within households in the SSRS Omnibus (base weight). Following applications of the base weight, survey data are weighted to account for systematic nonresponse along known parameters such as age, race, gender, region, and education. Since we have detailed demographics of those who choose to not participate in the panel, SSRS has developed a weighting solution that adjusts estimates to correct for panel nonresponse, a feature unique to the SSRS Opinion Panel.
In addition, for studies involving completion of surveys via a singular web mode, SSRS’s Advanced Methods team has developed a model-based weighting solution that predicts non-internet use*. This calibration model serves as a propensity weight applied to online households so that they are more projectable to the overall U.S. adult population. This weight is only applied for studies that exclude non-internet households but the study population is all U.S. adults.
*Dutwin, D., and Buskirk, T. (2019). A deeper dive on the digital divide. Currently under peer review.
Most recent research suggests that probability samples interviewed by telephone or the internet provides accurate data. Surveys of a probability sample combined with an opt-in sample are less accurate than surveys of full probability samples. Least accurate are internet surveys comprised entirely of opt-in panel sample*. The SSRS Opinion Panel is a probability-based panel because it recruits randomly selected panelists from a probability-based sample source that reflects the full U.S. adult population (dual-frame RDD). Results obtained from this panel can statistically represent the U.S. adult population, with a known margin of error. Unlike typical opt-in panels, no one can “volunteer” to be part of the SSRS Opinion Panel. They must be selected randomly and invited to participate.
*The Accuracy of Measurement with probability and non-probability survey samples by Bo MacInnis, Jon A. Krosnick, Annabell S. Ho, Mu-Jung Cho, POQ, Vol 82, No. 4, Winter 2018, pp. 707-744
During the recruitment process, full demographic information on panelists is collected. This data is stored securely and used to determine eligibility for specific studies (if needed). We also rely on these data in order to improve the survey experience for panelists by avoiding the need to re-ask demographic questions with each survey. Samples are drawn among panel members to best meet the study criteria. Selected panelists are sent an email invitation to participate in the survey, including unique survey login credentials. The respondent logs in and completes the self-administered online survey.
Response to any given survey, or a specific question within a survey, is voluntary. Panelists without internet access participate in surveys via phone.
The SSRS Opinion Panel also includes panelists who are primarily Spanish speakers. We translate and conduct surveys in Spanish as required by a specific project.
SSRS Opinion Panel standard deliverables include access to an online dashboard that provides near real-time project updates during data collection, a weighted SPSS data file including standard demographic variables, and an AAPOR compliant methodology statement provided upon completion of all data collection and weighting.
SSRS is a full-service non-partisan public opinion firm. In addition to standard deliverables, our deliverables and other offered services are fully customizable to client needs.