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

Area of Science:

• Demography
• Public Health
• Survey Methodology

Background:

• Web-based data collection is critical for demographic research, offering cost savings and privacy.
• Researchers need convenient methods yielding high-quality scientific information for national studies.
• Evaluating innovative mixed-mode approaches is essential for modern survey research.

Purpose of the Study:

• To evaluate a sequential mixed-mode web/mail data collection for U.S. adults.
• To assess the representativeness and accuracy of survey estimates compared to a face-to-face survey.
• To determine the feasibility of reducing design effects and costs.

Main Methods:

• A national probability sample of U.S. adults (aged 18-49) was surveyed using a web/mail approach (2020-2022).
• Data focused on reproductive health and family formation, compared with the 2017-2019 National Survey of Family Growth (NSFG).
• Evaluated sample recruitment, estimate replication, design effects, and cost-efficiency.

Main Results:

• The web/mail approach successfully recruited a representative sample of U.S. adults aged 18-49.
• Key survey estimates were replicated, accounting for pandemic and mode effects.
• Demonstrated potential for reduced sample design effects and lower costs per survey.

Conclusions:

• Sequential mixed-mode web/mail surveys are a viable, cost-effective alternative for national demographic research.
• This method can yield high-quality data on sensitive topics like reproductive health.
• Future research should leverage these methods for efficient, representative data collection.