PRRI 2010 American Values Survey, Post-Election




Jones, R. P., & Cox, D. (2022, April 19). PRRI 2010 American Values Survey, Post-Election.


This survey is based on re-interviews with respondents from the original Public Religion Research Institute's (PRRI) 2010 American Values Survey conducted immediately following the election. The survey explores vote choice in the 2010 midterm elections, evaluations of the Tea Party, and perceptions about the utility of torture and discrimination in society. The survey also explores the types of issues that religious leaders and clergy were discussing ahead of the election.

Data File

Cases: 1494
Variables: 45
Weight Variable: WEIGHT

The final sample was weighted to ensure proper representativeness. The weighting was accomplished in two stages. The original survey's final weight was used as a first‐stage weight to correct for the dual‐frame sample design and any disproportionate non‐response associated with the original survey. In the second stage, sample demographics were balanced by form to match target population parameters for gender, age, education, race and Hispanic ethnicity, region (U.S. Census definitions), population density and telephone usage. The population density parameter was derived from Census 2000 data. The telephone usage parameter came from an analysis of the July‐December 2009 National Health Interview Survey. All other weighting parameters were derived from an analysis of the Census Bureau's 2009 Annual Social and Economic Supplement (ASEC) data.

Data Collection

Nov. 3 - Nov. 7, 2010

Original Survey (Instrument)

AVS10PO Questionnaire

Funded By

The Ford Foundation and The Nathan Cummings Foundation

Collection Procedures

Results of the Post‐Election AVS were based on 1,494 callback interviews with respondents from the Pre‐Election AVS telephone survey that was fielded in early Sept. 2010 among a national random sample of 3,013 adults (age 18 and older). For the Post‐Election survey, telephone interviews were conducted in both English and Spanish from Nov. 3‐7, 2010, by professional interviewers under the direction of Directions in Research.

Sampling Procedures

The sample weighting was accomplished using Sample Balancing, a special iterative sample-weighting program that simultaneously balances the distributions of all variables. Weights were trimmed to prevent individual interviews from having too much influence on the final results. The use of these weights in statistical analysis ensures that the demographic characteristics of the sample closely approximate the demographic characteristics of the target populations.

The margin of error is +/- 3.0% for the general sample at the 95% confidence interval. In addition to sampling error, surveys may also be subject to error or bias due to question wording, context, and order effects.

Principal Investigators

Robert P. Jones, Ph.D.; Daniel Cox

Related Publications

The following link contains a summary of the Public Religion Research Institute's findings of this survey: