Methodology

I. Social Values Survey: Core Survey (4,000 interviews)
  • Conducted annually
  • National projectable probability sample
  • Males and females, 18 years of age & older
  • Random-digit telephone
  • Sample size allows for in-depth analysis of key subgroups including: Hispanic Americans, African Americans, Affluent Americans, Generations
  • National Teen (ages 13-17) survey conducted on-line bi-annually, 500+ interviews
II. Series of Focus Groups
  • Conducted on special topics that emerge from SCAN data
  • Groups held in different markets across the nation
III. Secondary Data
  • Collected and interpreted throughout the year
  • Wide range of sources:
    • Census Bureau, Commerce and Labor Department data
    • Magazines, Journals, Major Newspapers
    • Interviews with experts
    • Publicly available opinion
    • Subscriber database
    • Blogs and other on-line resources