Survey research and societal change

Surveys reflect societal change in a way that few other research tools do. Over the past two decades, three developments have transformed surveys. First, survey organizations have adopted new methods for selecting telephone samples; these new methods were made possible by the creation of large databases that include all listed telephone numbers in the United States. A second development has been the widespread decline in response rates for all types of surveys. In the face of this problem, survey researchers have developed new theories of nonresponse that build on the persuasion literature in social psychology. Finally, surveys have adopted many new methods of data collection; the new modes reflect technological developments in computing and the emergence of the Internet. Research has spawned several theories that examine how characteristics of the data collection method shape the answers obtained. Rapid change in survey methods is likely to continue in the coming years.