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Changing Times, Changing Modes: The Future of Public Opinion Polling?

Abstract Researchers, at times, shy away from designing studies involving multiple data collection modes, multiple sampling frames, and multiple sampling methods for fear of bias. In principle, however, there is no reason why multi‐mode, multi‐sampling‐frame, multi‐sampling‐method studies cannot be designed in a way that enhances overall sample representativeness while also reducing the cost per interview and the time required to complete interviewing. Looking to the future, this type of research may grow in importance for several reasons, including declining cooperation rates in telephone and face‐to‐face data collection and the continued refinement of selection bias modeling techniques that promote data pooling and linkage. The aim here is to offer advice on how to exploit the benefits of multi‐mode, multi‐sampling‐frame, multi‐sampling‐method approaches. Although the advice is directed primarily to public opinion researchers, it is also intended to cross geographic boundaries, political and other jurisdictions, and academic disciplines.