Opinium Research carried out an online survey of 1,952 UK adults aged 18+ from 2nd to 5th September 2011. Results have been weighted to nationally representative criteria.
Interview Method and Sample
This survey is conducted online by CAWI (computer aided web interviewing), using Opinium’s online research panel of circa 45,000 individuals. This research is run from a representative sample of GB adults (aged 18+ in England, Scotland and Wales). The sample is scientifically defined from pre-collected registration data containing gender, age (18-34, 35-54, and 55+), region (North East, North West, Yorkshire and Humberside, East Midlands, West Midlands, East of England, London, South East, South West, Wales, and Scotland), working status and social grade to match the latest published ONS figures.
Opinium also takes into account differential response rates from the different demographic groups, to ensure the sample is representative.