Understanding Society Scientific Conference 2019 - , University of Essex

Data quality in mixed-mode mixed-device general population UK social survey: evidence from Understanding Society Wave 8

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Day:Wed 3 Jul
  • Olga Maslovkaya, University of Southampton

We live in a digital age with high level of use of technologies. Surveys have started adopting technologies including smartphones for data collection. There is a move towards online data collection in the UK, including an ambition to collect 75% of household responses online in the UK 2021 Census.  However, more evidence is needed to demonstrate that the online data collection will work in the UK and to understand how to make it work effectively. This paper uses the first available in the UK large scale mixed-mode mixed-device survey Understanding Society Wave 8 where 40% of the sample were assigned to online mode of data collection. It will allow comparison of data quality between face-to-face and online modes of data collection as well as between different devices within the online mode. This analysis is very timely and will fill this gap in knowledge. 

 We use the main survey of the Understanding Society Wave 8. Descriptive analysis and then linear, logistic or multinomial logistic regressions are used depending on the outcome variables to study data quality indicators associated with different modes first and then with different devices in the online part of the survey.  The following data quality indicators will be assessed: break-off rates, item nonresponse, response style indicators, response latencies, and consent to data linkage.  Comparisons to results from the Understanding Society Innovation Panel and to results from other countries will be drawn.