Research Methodology for NGAGE 1.0 (2018)

In 2018, NCPG commissioned Ipsos to conduct a U.S. national consumer study to examine the prevalence rates of various forms of gambling. The following points outline the research approach and methods used:

• An online survey was used to poll consumers throughout the continental United States, Alaska, and Hawaii. Online consumer response panels were the main source of samples used in the collection of surveys. This included panel sources from Ipsos and various other market research industry panel sources.
• All surveys were collected from November 8 – 29, 2018.
• Ipsos assisted the NCPG with the design of the survey instrument, and conducted all fieldwork management, including sample sourcing, collection, and hosting of the survey online.
• The survey was offered in English and Spanish.
• The survey was designed to allow for easy completion on any device type (e.g. computers, smartphone, and tablet).

A national sample of 3,000 adults was collected, and was representative of the U.S. population fallout based on state population distribution as follows:

Quotas were established during fielding to ensure the 3,000 sample was also representative of key U.S. demographics such as gender, age ranges, and Hispanic/non-Hispanic proportions. The data was further weighted post-fieldwork to ensure a proper distribution based on educational attainment. All demographic figures were matched to figures from the U.S. Census Bureau.

In addition to the 3,000 surveys nationally, individual state samples were ‘boosted’ to allow for state-by-state data comparisons.

Each state’s sample was boosted to an upper-end sample of 500 adults per state. Some states achieved fewer surveys due to smaller population and less availability of consumer panel sources. The final state-level samples, when adding the main national sample plus state boosts was as follows:

As a sub-set of both the main national sample, and each state sample, sports bettors were identified through a series of questions to assess which activities consumers have been involved with. This number constituted the “incidence” of sports betting within the general adult population.

The number of sports bettors within each state was also ‘boosted’ in order to allow for state-by-state data comparisons. The total number of sports bettors collected in each state was as follows:

The precision of Ipsos online polls and surveys is measured using a credibility interval. In this case, the 3,000 U.S. nation sample has a credibility interval of plus or minus 2.0 percentage points for all respondents.  The credibility interval will be wider among subsets of the sample population, as follows:

• Sample of 1,000; credibility interval is +/- 3.5%
• Sample of 500; credibility interval is +/- 5.0%
• Sample of 200; credibility interval is +/- 7.9%

All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.