NORC at the University of Chicago
| Company type | Autonomous social research institution |
|---|---|
| Industry | Social research |
| Founded | 1941 |
| Founder | Harry Field |
| Headquarters | Chicago , United States |
Area served | United States |
| Products | Social research, opinion polling, panel studies, marketing analysis, data gathering |
| Owner | University of Chicago (majority board affiliation) |
NORC at the University of Chicago, previously known as the National Opinion Research Center, is a U.S.-based autonomous social research institution. Established in 1941, its main office is located in central Chicago, with several branches throughout the country. It functions as an independent entity, with a majority of its board members affiliated with the University of Chicago faculty and administration, and it supports various university research initiatives.
History
The organization was founded in 1941 by researcher Harry Field under the name "National Opinion Research Center." Early backing came from department-store heir and newspaper proprietor Marshall Field III (unrelated) alongside the University of Denver. In 1947, it moved its base to the University of Chicago. Since that time, NORC has undertaken a wide range of social research activities including opinion polling, panel studies, marketing analysis, and data gathering for governmental bodies, nonprofit organizations, and private companies.
NORC’s expertise encompasses both qualitative and quantitative research methods, longitudinal investigations, methodological innovations, and international collaborations, earning it a distinguished reputation for conducting large-scale national surveys.
Clients
Among NORC's clientele are:
- American Bar Association – Survey and Focus Groups on Women of Color in Law Firms
- Bill and Melinda Gates Foundation – Tracking and Longitudinal Study for Gates Millennium Scholars; Washington State Achievers Program
- Centers for Disease Control and Prevention (CDC) – National Immunization Survey; National Flu Survey
- CNN – Florida Ballot Project
- Federal Reserve Board – Survey of Consumer Finances
- NASA – Studies on Community Reactions to Sonic Booms; Impact of Sonic Booms on Individuals
- New York Times – Florida Ballot Project
- Tribune Company – Florida Ballot Project
- U.S. Census Bureau – Evaluation of Integrated Communications Program
- U.S. Department of Defense – Environmental Health Survey at Camp Lejeune
- U.S. Department of Education – Survey of Earned Doctorates
- U.S. Department of Energy – Commercial Buildings Energy Consumption Survey
- U.S. Department of Health and Human Services – National Survey of Children's Health; National Survey of Early Care and Education (NSECE)
- U.S. Department of Labor Bureau of Labor Statistics – National Longitudinal Survey of Youth
- Wall Street Journal – Florida Ballot Project
- World Bank – Data Collection for Impact Evaluation Surveys
Noteworthy Projects
- AP Votecast, 2018–present: A voter/non-voter survey platform created in partnership with the Associated Press, replacing traditional AP exit polls; initiated in 2018.
- Medicare Current Beneficiary Survey, ongoing since 1991: Evaluates social and health conditions among Medicare recipients for the Centers for Medicare & Medicaid Services.
- National Survey of Children's Health, active since 2003: Investigates physical and mental health aspects of children aged 0–17, sponsored by the U.S. Department of Health and Human Services.
- National Immunization Survey (NIS), operating since 1994: Offers critical data on childhood immunization rates, funded by the CDC.
- Survey of Consumer Finances (SCF), conducted since 1992: Collects comprehensive information on U.S. household financial behavior; regarded as the premier source on family finances with roughly 4,500 participants; supported by the Federal Reserve Board.
- General Social Survey (GSS), initiated in 1972: Monitors social trends across America; ranks as the second most utilized social science dataset after the U.S. Census; funded by NSF Sociology Program.
- National Longitudinal Survey of Youth (NLSY), ongoing since 1966: Examines economic, social, and educational experiences impacting youth workforce entry; funded by the Bureau of Labor Statistics, U.S. Department of Labor.
- 2012 NORC Presidential Election Study, Sept–Nov 2012: Provided an impartial examination of public sentiment regarding candidates, economic conditions, key issues, and healthcare before and after the presidential election; funded internally by NORC at the University of Chicago.
- Making Connections Survey (MCS), conducted from 2002 to 2011: A longitudinal study across ten low-income communities in the U.S., assessing neighborhood effects on child welfare; dataset includes approximately 28,000 interviews; funded by the Annie E. Casey Foundation.
- National Survey of Children with Special Health Care Needs (NS-CSHCN), from 2002 to 2010: Evaluated prevalence and consequences related to special healthcare needs among children in the U.S.; funded by Maternal and Child Health Bureau, Health Resources & Services Administration.
- Florida Ballot Project, Feb–May 2001: Reviewed nearly 180,000 previously uncounted ballots from the 2000 presidential election; financed by leading media outlets such as The New York Times and CNN; featured in Orwell Rolls in His Grave.
- Sonic Boom Tests Reactions, 1961–1962: Assessed public opinion during NASA-funded sonic boom tests over Oklahoma City to evaluate supersonic transport effects on populated regions.
Services
- AmeriSpeak, operating since October 2014: This is a nationally representative panel comprising U.S. households, utilized for rigorous public opinion research. Participants engage in surveys conducted via telephone and online, covering topics such as current affairs, social and political developments, healthcare, governmental policies, and consumer goods. The panel is financed by NORC at the University of Chicago.
- AmplifyAAPI, active from 2023 onward: NORC’s inaugural representative survey panel dedicated to Asian Americans, Native Hawaiians, and Pacific Islanders. This initiative is supported by NORC with contributions from AARP and initial funding provided by The Rockefeller Foundation.
Controversies
In October 2023, NORC and the United States Department of Labor finalized a settlement concerning claims of discriminatory hiring practices against Asian candidates for coronavirus contact tracing positions during the period from May 2020 to August 2021. As part of the agreement, NORC committed to disbursing $95,000 in back pay and interest to 107 applicants who were impacted. Additionally, NORC pledged to reassess its recruitment procedures and training programs to ensure adherence to Executive Order 11246.