Toward a New Approach to Creating Population-Representative Data for Demographic Research

The evaluation of innovative web-based data collection methods that are convenient for the general public and that yield high-quality scientific information for demographic researchers has become critical. Web-based methods are crucial for researchers with nationally representative research objectives but without the resources of larger organizations. The web mode is appealing because it is inexpensive relative to in-person and telephone modes, and it affords a high level of privacy. We evaluate a sequential mixed-mode web/mail data collection, conducted with a national probability sample of U.S. adults from 2020 to 2022. The survey topics focus on reproductive health and family formation. We compare estimates from this survey to those obtained from a face-to-face national survey of population reproductive health: the 2017-2019 National Survey of Family Growth (NSFG). This comparison allows for maximum design complexity, including a complex household screening operation (to identify households with persons aged 18-49). We evaluate the ability of this national web/mail data collection approach to (1) recruit a representative sample of U.S. persons aged 18-49; (2) replicate key survey estimates based on the NSFG, considering expected effects of the COVID-19 pandemic lockdowns and the alternative modes on the estimates; (3) reduce complex sample design effects relative to the NSFG; and (4) reduce the costs per completed survey.