Are Nonprobability Surveys Fit for Purpose?

In: The public opinion quarterly: POQ, Band 87, Heft 3, S. 816-840

Abstract

Abstract
Social scientists employ survey methods to explore the contours of human behavior. Today there are more opportunities to collect survey data than at any time in recent history. Yet sample quality varies dramatically due in part to the availability of nonprobability samples (NPSs) from commercial survey organizations. While these kinds of surveys have advantages in terms of cost and accessibility, the proprietary nature of the data can be problematic. In this synthesis, we describe situations in which researchers typically employ NPSs and consider whether these data are fit for purpose. Next, we discuss use cases that are not widespread but may be appropriate for these data. We conclude that potential utility of NPSs will remain out of reach unless scholars confront the tension between the operation of online survey organizations and the goals of transparent research.