PAHAYAG Online Poll – Research Design and Methodology
In response to queries as well as negative comments online about our very recent PAHAYAG Pilot Online Poll, the findings of which were reported to the public last Friday, November 24, 2017, we are sharing information on our research design and methodology in the form of Q & A.
These details were presented to the public as well last Friday. PAHAYAG online is an independent, non-commissioned survey of PUBLiCUS Asia, Inc.’s technical arm, Vox Opinion Research.
Q&A on PAHAYAG Online Poll Methodology
Presented during the launch of PAHAYAG online poll on 24 November 2017
Q: Who are the target respondents of the PAHAYAG online poll?
A: The target respondents for the online poll are Filipino millennials. Pew Research defines millennials as those born in1981-1998.
Q: Who is the target population of the poll? What are their particular qualities?
A: The target population is urban millennials nationwide who are:
- 18-36 years old
- registered voters
- has an email address and sends and receives email
- has at least one social media account and follows it every day or at least thrice a week
- reads and researches online regularly
Q: Why millennials?
A: COMELEC Total Registered Voter data shows that 24.7M voters in the 2016 Elections were between the ages 18-34. That is almost half of the total registered voters. PAHAYAG wanted to study this generation who will be charting the course of Filipino society and the country’s future.
And PUBLiCUS has been doing studies on millennials for the past 8 years (since 2009 and 2015) through its national surveys on the Psychographics of Filipino voters.
Q: What sampling methodology did the PAHAYAG online poll use?
A: The PAHAYAG online poll used purposive (non-probability) sampling of an online panel of 1,200 respondents in urban areas nationwide.
We read the opinions and perception of our target population of 1,200 urban millennials since our sampling is purposive (non-probability).
Q: What is an online panel?
A: An online panel is a sample of persons who have agreed to complete surveys through the internet. They have agreed to do so consciously, recruited online and receive some form of compensation or incentive for completing surveys. They are also called opt-in or access panels.
They are profiled and pre-screened based on the specific or set criteria of the research/study before they qualify for a particular study.
The online panel for this study was provided by Lightspeed Research through their office in Singapore which services the Southeast Asian region. Lightspeed Research has been in existence since 1996. They provide online research panels to companies for market and social research.
Q: How was the online panel formed?
A: Panel sample was drawn from Lightspeed Research’s panelists’ base in the Philippines which is in proportion to the general population of the Philippines. Based on the specific criteria of the research, the sample was pulled based on filters set and invitations were sent to qualified panelists in urban areas nationwide.
To guarantee 1,200 respondents at least 5,000 invitations were sent out. Qualified panelists who agreed to do the survey were sent links to go to the survey. A quota of 50% males and 50% females was set. Once the quota on gender was met, the sampling ended.
Online panel respondents were asked to answer a structured 35-item questionnaire online.
Q: How was the data from the online poll processed?
A: Raw data collected from the online panel was downloaded and consolidated to be processed.
Data remains to be unweighted due to the online methodology where random sampling cannot be guaranteed and only dependent on the response of the target population or market. Likewise, computation of the margin of error cannot be computed as there is no theoretical basis for computing it for non-probability based samples.
The data underwent significance testing versus the Total to determine key demographic profiles that stand out or are significantly higher or lower in incidence.
SUZETTE E. LOPEZ
Executive Director
PUBLiCUS Asia, Inc.