Polling: Telephone vs. Internet

Though Internet polling is becoming more popular, many argue that telephone polling is still more accurate.

In both marketing and politics, analysts debate the usefulness of Internet polling and the more traditional telephone method. While both approaches have their advantages, each possesses its own drawbacks as well. Many research companies opt for a combination of the two to gain the most accurate results possible.

Advantages

Telephone polls allow for directly targeted subjects, chosen by location or demographic. Internet polls can, in theory, reach a wider polling group. Both types of polls have the potential to gain accurate results, depending on the person being polled. For example, some users may be more prone to being truthful when directly speaking to a pollster, whereas others may be more open to answering questions if they are anonymous.

Disadvantages of Internet Polls

Internet polls may miss out on key demographics that do not have Internet access, such as the elderly or those living under the poverty line. Moreover, the percentage of people who are likely to agree to an Internet poll versus those who are not does not give an accurate sample of the general public. There is also the risk of inaccurate results due to a single person taking part in a survey multiple times on different computers.

Disadvantages of Telephone Polls

The big problem with telephone polling lies in securing survey subjects. Many people are likely to hang up on telephone pollsters, or avoid their calls altogether with the help of caller ID. Additionally, an increasing number of households do not have a land line at all, instead preferring to rely solely on cellphones.

References

• Disconnected: The Internet's Endless Shortcomings for Internet Polling
• FiveThirtyEight: Zogby Broke the Internet, But It Can Be Fixed
• Pew Research Center: FAQ About Polling and Methodology