Collecting accurate statistics that represent the entire U.S. population is a challenging task. In this example, both the General Social Survey (GSS) and America Online (AOL) are attempting to study current American attitudes toward interracial relationships. Although the GSS study is not perfect, the results will be superior to the AOL results because the survey method will result in more truthful answers and data from a more representative sample of the U.S. population.
The participants of the GSS are more likely to give honest answers for three reasons: 1) the method of asking the questions allows researchers to validate the answers, 2) the survey is not presented in an influential context and 3) the survey is anonymous. The GSS format instructs interviewers to ask questions one at a time. Therefore, the results of the general questions are validated or refuted based on the results of the networking questions. The AOL survey is presented in whole, allowing participants to modify answers in order to create a false congruency. Secondly, the AOL survey is presented with an article about racial tolerance which is likely to influence survey results by suggesting a socially acceptable answer. Lastly, in order to access AOL, survey respondents must provide a log-in and password which makes survey results not anonymous. In contract, interviewers conducting the GSS inform participants that results are anonymous.
Further, the GSS survey participants are more representative of the U.S. population. The GSS uses a complex system for identifying and then interviewing a large random sample of the population. The repeat visits made by interviewers to each household increase the probability of reaching all segments of the population. However, the GSS is unlikely to survey members of the population without a home such as the homeless or incarcerated. In contrast, AOL exclusively presents the survey to members who choose whether or not to participate. Elderly and poor...