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Data collection methods

To make the results comparable over time, it is important that the survey conditions are kept as constant as possible.

  • The samples are representative of the population according to public registers. The Institute employs systematic probability sampling based on the Swedish population and address register SPAR.
  • All surveys include basic demographic questions (gender, age, education, household composition, social background and lifestyle) and questions concerning politics (degree of interest, party sympathies, location on the left-right scale etc.) and media habits (questions about different news channels and use of newspapers, radio, TV and magazines).
  • The questionnaires are distributed via post, but there is also an electronic version of the surveys that can be answered online. Telephone follow-ups and reminders are performed by independent survey companies (following public procurement) in close collaboration with the SOM Institute.
  • Most respondents respond within one month of receiving the questionnaire; others are followed up on for another couple of months. This is necessary in order to assure a high level of representativeness. The SOM Institute has developed a number of methods to approach subjects who do not seem willing or able to respond.
  • In recent years, the average response rate for SOM surveys has been around 50 percent.

The SOM Institute

The SOM Institute
Box 710
S-405 30 Gothenburg

Visiting Address:
Seminariegatan 1B
413 13 Gothenburg

46 (0)31 786 3300

46 (0)31 786 4780


Page Manager: The SOM-institute|Last update: 7/21/2016

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