Mixed Mode (Internet and Mail) Probability Samples and Survey Representativeness : The Case of New Mexico 2008

We examine a post election mixed-mode (Internet and mail) survey design of 2008 general election voters in terms of its representativeness. Sampled registered voters in New Mexico received a letter about a week after Election Day requesting their participation in a post election survey and were provided a URL through which they could enter the survey or they could call a toll free number and request a mail survey. Nonrespondents were sent 2 reminder postcards. We compare sample means to population means on key demographic characteristics and examine how mail and Internet respondents differed in terms of attitudes, behaviors and demographics. We find that overall the Internet sample did a very good job of representing the population and that respondent choice of mode did not influence item response. Given the new opportunities provided by the Internet for engaging in desktop surveys, examining the effectiveness of these methods is essential to assessing their future viability. This paperﾒs contribution is in its attempt to begin addressing these issues outside the context of large national surveys