Are interviews costing £0.08 a waste of money? Reviewing Google Surveys for ‘wisdom of the crowd’ projects

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.
Roughton and MacKay

Are interviews costing £0.08 a waste of money? Reviewing Google Surveys for 'wisdom of the crowd' projects

G.W. Roughton and Iain MacKay

X-MR Ltd

Introduction

We are outlining our experience of carrying out a lot of surveys, 155 in fact, in which the data collection costs have been less than £0.08p per completed interview – 80,590 interviews in total. We bought these from Google Consumer Surveys at $0.10 per complete, which is a bit less than 8p. We started a programme of surveys in October 2014 and...

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