Calidad, confianza y participación en encuestas
Resumen
La presente investigación indaga en la calidad y la confianza en las encuestas, cómo esta confianza es percibida por la población que responde a ellas, y si afecta a su participación. Para este propósito, se analizan las opiniones y percepciones de las personas que son encuestadas, si convergen en lo observado o divergen desde la metodología de encuesta. Los modelos explicativos de la confianza en las encuestas, obtenidos mediante análisis discriminante y de regresión logística binaria en la encuesta de 2017 de percepción social de las encuestas, efectuada por el Centro de Investigaciones Sociológicas (CIS), muestran que la confianza, principalmente, depende de la utilidad que se atribuya a la encuesta. Esta utilidad se conexiona con la representatividad de la muestra y la validez de los datos que aporte, además de su consideración como beneficiosa para las personas, pero no para las empresas. La calidad también está presente en la aceptación a participar en encuestas, aunque el tema de la encuesta y la disponibilidad de tiempo para responderla adquieren un mayor protagonismo. Ambos factores escapan a la voluntad de quien diseña la encuesta, no así el cumplimiento de requisitos de calidad, que pueden determinar participar o no en una encuesta en función de la fiabilidad que se conceda a los datos que aporte. El error total de encuesta aún constituye un marco teórico idóneo para evaluar su calidad, que no ha de quedar circunscrita a los errores de muestreo y de no respuesta.
Palabras clave
calidad, confianza, participación, errores de encuestaCitas
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