Journal of Business Diversity: Survey Data Collection: Online Panel Efficacy. A Comparative Study of Amazon MTurk and Research Now SSI/ Survey Monkey/ Opinion Access

Spencer H. Kimball

Emerson College

This study examined how the demographic composition of panels provided by Amazon MTurk compared with other prolific online panel firms (Research Now SSI (Dynata), Survey Monkey, and Opinion Access). Demographics used for comparison were gender, party affiliation, race, age, education, and regional distribution in each state. Nine polls were used from eight different U.S. states and one national US poll between June 25, 2018 and August 13, 2018. 54 chi-square tests were conducted to compare the panels and a significant difference was found in n=18 with age having the strongest relationship with a difference found in 7 of 9 polls.

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