How Do We Continue to Track Changes in Public Opinion When There’s a Shift in Survey Mode?

One of the most valuable contributions that public opinion researchers can make is placing current attitudes in historical context. What is the trajectory of public opinion on a key issue? Are different groups in society diverging in their views? To provide that context, one of a survey researcher’s most treasured tools is a robust trend measure—a question that has been asked the same way in the same format over time, allowing us to speak confidently about changes in opinion.

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