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Methodology Statement and Final Topline Results

Methodology Statement by KnowledgePanel (KP) OmniWeb

FULL REPORT HERE

OMNIWEB using the KnowledgePanel ™ is a national online omnibus service of GfK Custom Research North America.  The KnowledgePanel™ is the only commercially available online probability panel in the marketplace; making the sample truly projectable to the US population, which sets it apart from traditional “opt-in” or “convenience” panels.

  • To recruit panel members, we use ABS (address-based sampling) as the primary methodology — a probability-based approach that includes cell phone-only households
  • For non-Internet households, we provide Internet access and a laptop for the completion of online surveys:  Therefore, the sample is not limited to only those who already have Internet access
  • The representativeness of its sample — including hard-to-reach groups such as young adults, males and minorities — has been documented in numerous academic papers

The results contained in this report are based on interviews of U.S. adults, 18 years and older, conducted in two separate surveys: November 22-24, 2013, and separately December 5-8, 2013. All completed interviews are weighted to ensure accurate and reliable representation of the total population, 18 years and older.
The raw data are weighted by a custom designed computer program, which automatically develops a weighting factor for each respondent.  This procedure employs several variables, including: age, sex, education, race, HH income, met/non-met status, internet status and geographic region.  Each interview is assigned a single weight derived from the relationship between the actual proportion of the population with its specific combination of age, sex, education, race and geographic characteristics and the proportion in our sample that week.  Tabular results show both weighted and unweighted bases for these demographic variables.

The November survey includes 1,026 interviews, while the December survey includes 1,031 interviews. For each survey, the margin of error on weighted data is + 3 percentage points for the full sample.

 

Final Topline Results (Compiled by iMediaEthics)

Interviewing dates: November 22-24, 2013 and December 6-8, 2013
Note: Due to rounding, percentages may not add to 100. An asterisk (*) indicates values less than 0.5%.

FORM A QUESTIONS ASKED OF HALF THE SAMPLE

A1.      Here is a policy that has been considered by some cities and states around the country. Please tell me if you would favor or oppose it: Prohibiting restaurants from using trans fats in foods
Dec      Nov
6-8       22-24

65%    64%    Favor
33        33       Oppose
2          3         No opinion

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A1a.      How upset would you be if restaurants were NOT prohibited from using trans fats in foods? (Asked of respondents who favor policy.)
Dec      Nov
6-8       22-24

9%       5%     Very upset
31        23        Somewhat upset
46        51        Not too upset
14        21        Not upset at all
0         *          No opinion

A1b.      How upset would you be if restaurants WERE prohibited from using trans fats in foods? (Asked of respondents who oppose poliicy.)
Dec       Nov
6-8        22-24

13%      15%   Very upset
28          21      Somewhat upset
40          44      Not too upset
20          19      Not upset at all
*             1      No opinion

COMBINED RESULTS FROM A1, A1A AND A1B:

Here is a policy that has been considered by some cities and states around the country. Please tell me if you would favor or oppose it:

Prohibiting restaurants from using trans fats in foods
Dec        Nov
6-8         22-24

26      18% Favor – upset if not prohibited
39       46    Favor – not upset if not prohibited
2         3     No Opinion
20       21    Oppose – not upset if prohibited
13       12    Oppose – upset if prohibited
 

More on this story:

FULL REPORT: GfK Web-Based Polls: Why Do AP, Pew, CBS, and Other Media Trust Them? A Recent GfK Poll

Methodology PSRAI Poll

GfK responds to iMediaEthics’ results, iMediaEthics responds to its claims

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iMediaEthics Polls on Trans Fats Conducted by GfK: Methodology Statement and Final Topline Results

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