Conducting Quantitative Research with Hard-To-Reach-Online Populations: Using Prime Panels to Rapidly Survey Older Adults During a Pandemic

Abstract

Vulnerable populations (e.g., older adults) can be hard to reach online. During a pandemic like COVID-19 when much research data collection must be conducted online only, these populations risk being further underrepresented. This paper explores methodological strategies for rigorous, efficient survey research with a large number of older adults online, focusing on (1) the design of a survey instrument both comprehensible and usable by older adults, (2) rapid collection (within hours) of data from a large number of older adults, and (3) validation of data using attention checks, independent validation of age, and detection of careless responses to ensure data quality. These methodological strategies have important implications for the inclusion of older adults in online research.