PAS 2014 employed a mix of quantitative and qualitative methodologies, including: a main face-to-face survey of 1,749 UK adults aged 16+, which was carried out from 15 July to 18 November 2013 using a probability sampling approach
a booster face-to-face survey of 315 16-24 year-olds carried out over the same period using a quota sampling approach, so that the attitudes and behaviour of young adults could be compared and contrasted with those of the overall population
social listening, tracking how various science topics were discussed online – findings from this strand are covered in Chapter 5, and have also been published as five separate topic-specific reports11
four waves of online qualitative research with members of the Ipsos MORI Connects online community to explore in more depth the attitudes and behaviours of those who are already online
eight follow-up face-to-face observational interviews with members of the online community, observing how they sought out science-related information online
a Day of Discovery workshop with 106 members of the general public in London on 11 January 2014 to further explore issues raised by the survey data.