Online surveys, particularly those that draw samples from online panels of experienced respondents, now comprise a large segment of the academic and commercial opinion research markets due to their low cost and flexibility. A growing literature examines the implications of online surveys for data quality, most commonly by comparing demographic and political characteristics of different samples. In this paper, we explore the possibility that personality may differentially influence the likelihood of participation in online and face-to-face surveys. We argue that individuals high in extraversion and openness to experience may be underrepresented, and those low in these traits overrepresented, in professionalized online panels given the solitary nature of repeated survey-taking. Since openness to experience in particular is associated with liberal policy positions, differences in this trait may bias estimates of public opinion derived from professionalized online panels. Using data from the 2012 and 2016 dual-mode American National Election Studies, we compare political preferences and personality traits across parallel face-to-face and online samples. Respondents in the online samples were, on average, less open to experience and more politically conservative on a variety of issues compared to their face-to-face counterparts. This was true especially in 2012, when online respondents were drawn from a large panel of experienced respondents. We also find openness to be negatively related to the number of surveys completed by these respondents. These results suggest that reliance on professionalized survey respondents, who comprise the vast majority of online survey samples, can bias estimates of many quantities of interest.

中文翻译：

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在线民意测评小组中人格偏见的后果

在线调查，尤其是那些从经验丰富的受访者的在线小组中抽取样本的调查，由于其低成本和灵活性，现在已经占据了学术和商业意见研究市场的很大一部分。越来越多的文献研究了在线调查对数据质量的影响，最常见的是通过比较不同样本的人口统计和政治特征。在本文中，我们探讨了个性可能会不同地影响参与在线调查和面对面调查的可能性的可能性。我们认为，鉴于反复进行调查的孤独性，在外向性和开放性方面经验丰富的个人可能会被低估，而在那些特质低下的个体会被过多地代表在专业化的在线小组中。由于开放的经验尤其与自由主义的政策立场有关，因此这种特征的差异可能会使从专业化的在线专家组得出的舆论估计产生偏差。使用2012年和2016年双模式美国国家大选研究的数据，我们比较了平行面对面和在线样本中的政治偏好和人格特质。与面对面的调查对象相比，在线样本中的调查对象平均而言对经验的开放程度较低，在政治上对各种问题更为保守。尤其是在2012年，当在线受访者来自经验丰富的受访者小组时，情况尤其如此。我们还发现公开程度与这些受访者完成的调查数量负相关。这些结果表明，依靠专业的调查受访者，