The Heimat survey was taken by 1,000 people during the Stapferhaus’ funfair tour. The special selection of participants means that the sample is not representative of Switzerland’s population. However, from a socio-demographic point of view, the survey sample is remarkably balanced, comprising primarily women, younger people and people with a higher level of education. In order to make statements about the Swiss population in general, gender and age were weighted proportionally to actual population demographics. This means that underrepresented groups in comparison with the general population were given more weight than overrepresented groups. Statistical weighting is also common in modern electoral research. It gives a comparable level of representation to that of classic telephone interviews.
Michael Hermann, Head of Research Center Sotomo