Political polling operates in a landscape shaped by evolving methodologies, true demographic shifts, and the challenges of capturing accurate data in the digital age. What sample source you draw from, what sample frame you use, how you design your survey questions — all of it can affect the outcome of a survey.

In this episode, Farrah Bostic speaks with Andrew Mercer, a senior research methodologist at the Pew Research Center. Mercer shares his expertise on the intricacies of political polling, including the rise of mixed-method surveys, the impact of bogus responding in online, opt-in sample, the nuances of question design, and the importance of transparency. The conversation offers valuable insights for anyone seeking to navigate the world of political polling (or other survey research) with a more critical eye.

Resources

National Public Opinion Reference Survey – Pew Research

Study on PartyID by Pew Research Center

How Public Opinion Polling Has Changed in the 21st Century - Pew Research

Online opt-in polls can produce misleading results, especially for young people and Hispanic adults - Pew Research

Our Guest

Andrew Mercer is a senior research methodologist at Pew Research Center. He is an expert on probability-based online panels, nonprobability survey methods, survey nonresponse, and statistical analysis. His research focuses on methods of identifying and correcting bias in survey samples. He leads the Center's research on nonprobability samples and co-authored several reports and publications.

He also served on the American Association for Public Opinion Research's task force on Data Quality Metrics for Online Samples. He has authored blog posts and analyses, making methodological concepts such as margin of error and oversampling accessible to a general audience.

Prior to joining the Center, Mercer was a senior survey methodologist at Westat. He received a bachelor's degree in political science from Carleton College and a master's and doctoral degrees in survey methodology from the University of Maryland. His research has been published in Public Opinion Quarterly and the Journal of Survey Statistics and Methodology.

Your Host

Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into practical strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.

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