Effective and Inexpensive Method of Obtaining Attitude and Opinion Data from “Hard to Sample” Populations

Abstract

A method using congruent, inexpensive, and immediately gratifying rewards was used to obtain quantifiable data on the attitudes and opinions of frequenters of white, working-class beer taverns in a Southern state. The results were compared, controlling for race, income, and occupation, with those of studies using the same items in differing locales, time frames, and collection methods. There was no evidence that the tavern setting introduced significant biases on any of the comparisons. Costs were low, rate of return was high, and acceptance by participants was enthusiastic, leading to the conclusion that variations of this reward model could become a valuable tool for social surveyors with limited resources.