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PRRI 2010 American Values Survey




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


The American Values Survey is Public Religion Research Institute's (PRRI) annual multi-issue survey covering a variety of topics on religion, political behavior, and views on public policy. This survey includes questions about vote preference for the 2010 mid-term election, the importance of issues on congressional vote choice, and views on economic policy, such as taxes and the minimum wage. The survey also covers a number of social issues, including same-sex marriage, abortion, and immigration. Other questions explore whether respondents feel that issues ranging from health care reform to immigration are better handled at the state or national level. The survey also includes a measure of Tea Party affiliation.

The ARDA has added six additional variables to the original data set to enhance the users' experience on our site.

Data File

Cases: 3013
Variables: 89
Weight Variable: WEIGHT

The weighting was accomplished in two stages. The first stage of weighting corrected for different probabilities of selection associated with the number of adults in each household and each respondent's telephone usage patterns. 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

Sept. 1, 2010 - Sept. 14, 2010

Original Survey (Instrument)

AVS10 Questionnaire

Funded By

The Ford Foundation and The Nathan Cummings Foundation

Collection Procedures

The survey was designed and conducted by Public Religion Research Institute and funded by the Ford Foundation, with additional support from the Nathan Cummings Foundation. Results of the survey were based on bilingual (Spanish and English) telephone interviews conducted between Sept. 1, 2010 and Sept. 14, 2010, by professional interviewers under the direction of Directions in Research. Interviews were conducted by telephone among a random sample of 3,013 adults 18 years of age or older in the continental United States (600 respondents were interviewed on a cell phone). The final sample was weighted to ensure proper representativeness.

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 +/- 2.0% 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:

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