Comparisons of Dual Frame Telephone Polls & Non-Probability Online Polls Regarding Accuracy of Political Opinion Polling

Ipsos Public Affairs leveraged our work with Thomson Reuters (The Reuters Ipsos American Mosaic Poll) to help further the debate on the future of public opinion polling at the 2012 American Association for Public Opinion Research conference. Our findings indicated that an online approach using blended sampling (like our Cortex router) is significantly more accurate than traditional single-panel polls. These results indicate that while online research many not be the equal of dual frame telephone/cell phone studies yet, there are significant areas where improvements are possible and should be further analyzed.