For estimates of race and other demographics, pollsters typically turn to the highly reliable data produced by the U.S. Census. They sometimes look at the full Census, but since that occurs only once every 10 years, many depend instead on the more frequently fielded Current Population Survey or the American Community Survey. …
… Gallup currently weights its adult samples to match the March 2011 CPS, the largest monthly CPS sample that is currently available to the public.
Gallup adds an unusual twist, however, which most other widely reported independent national polls do not: It filters the CPS data to use the estimates for adults “living in U.S. telephone households.” Thus, rather than weighting its survey to match the demographics of all adults, Gallup removes a small sliver of adults (3.2 percent) who have no access to telephone service of any kind, either landline or mobile.
The omission is consequential because the majority of Americans who lack all forms of phone service are non-white. In the March 2011 CPS, 54.4 percent of adults living in non-telephone households reported they were Hispanic, black or another race other than white, compared to 31.5 percent of adults with telephones. …
… Most other pollsters have opted to go in a different direction, basing their weighting targets on the full population, since that is ultimately what their polls of “all adults” endeavor to measure. By filtering out the non-telephone households, Gallup slightly underestimates the number of blacks and Hispanics in the full population. …
… The way Gallup asks its survey respondents about their race is also unusual. … In effect, Gallup is not weighting its black respondents as heavily as it should because it has used a slightly broader filter that gives it a higher percentage of “black” respondents to start with. …
… Pollsters like Gallup attempt to balance a number of variables at the same time – race and Hispanic ancestry, gender, age, education, region, number of adults in the household and telephone usage (mobile or landline).
A common method for weighting by multiple variables, called “raking,” involves weighting the data by one variable at a time, in sequence and repeating as necessary, until the weighted percentages for the various demographics match their targets (or come reasonably close) … As it turns out, Gallup’s weighting often falls short when it comes to hitting the targets for race and Hispanic ancestry. …
… Considered alone, any one of the three issues raised here – the weighting targets set by Gallup, the different question format used to ask about race and the failure of the weight targets to hit their mark – would probably not make enough difference to affect the results for questions about presidential job approval or vote preference. But a focus on all three issues combined does help explain differences in the results among various pollsters. …
…** If we recalculate the Obama job rating for the seven USA Today/Gallup surveys based on a racial composition that matches the Pew Research surveys conducted over the same period, the evident house effect differentiating the two pollsters on Obama job approval is largely erased**. …