Back to the Future: A Best Practices Approach to Sampling and Data Collection

Coverage and declining response rates has led many to question whether it is possible to achieve a reliable and representative sample of a community.

Combining the strengths of an address-based sample (ABS) with those of mixed mode (online and phone) data collection represents the best of all worlds and results in a final sample that can be reliably projected to the general population and is representative of all respondent groups, even those that are difficult to reach and are often under-represented.

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