Topics of the day

Topics of the day (TOD) are often associated with public opinion polls, but can be useful those of us in consumer and B2B market research. One such topic of current importance is the Fiscal Cliff. There are numerous tax cuts expiring and spending cuts set to go into effect on January 1, 2014 unless...read more

Stretching the truth

Let’s now prepare for a return to the Political Silly Season. Sample size, confidence levels and intervals are critical to the public opinion polling process. However, another crucial aspect for consideration by researchers of all stripes is the nature of the sample and of the respondents.It is all...read more

Measuring your confidence

Yes my friends we have entered the political silly season. With a month til the US presidential elections more money will be spent on advertising and on public opinion polls than any other time of the four-year political cycle. It is a good time to be in advertising or research. It is a sure bet...read more

Digging Down Beneath the Topline

In this time of political craziness, marketers involved in supporting candidates and causes greatly benefit from timely marketing research. Surveys and public opinion polls are flying around everywhere and are being quoted almost daily in the media. Top line numbers such as percent likely to vote...read more

Public Opinion Polls & Surveys: Same Coin

What’s the difference between a survey and a poll? As we enter the political season, groups are conducting research weekly in an attempt to measure public opinion, an ever moving target. At the basic level both surveys and polls are designed to measure attitudes, awareness and perception. Public...read more

Excuse Me, May I Ask You a Question?

Excuse me, may I ask you a question? This is what we do as market and survey researchers. We ask questions designed to meet specific research criteria thus minimizing the risk decision-makers face. On surveys the majority of these questions will structured, with the occasional unstructured or...read more

Survey in Real Life: How Much Do You Know About the Constitution?

Over the weekend, I was reading through the July 4th edition of TIME. The cover story is on the Constitution and if it still matters. I was struck by one of the findings of the TIME/Abt SRBI telephone poll: What does qualifies as "not much", "some", or "a great deal"? I would argue, there's a fine...read more

Quick Polls (aka Very Short Surveys)

Public opinion polls have been a part of the research landscape for decades. The advent of online survey technology has streamlined the process, but in no way has diminished the need for these highly focused surveys. If anything, the move toward social media has opened up a new realm for our voice...read more

Likert Scales to Measure Attitudes

I wonder if when psychologist Rensis Likert created the scale that bears his name if he realized it would one day become the most widely used attitude measure employed in survey research? The Likert scale is often used interchangeably with rating scale, even though they are not synonymous.The Likert...read more

It's All in the Semantics

I took my wife out for an early Valentine Day lunch at a new restaurant yesterday. It was a much anticipated meal at a new restaurant, well new for us anyway. Our expectations were exceeded on all dimensions. I have written many posts on loyalty and customer satisfaction as of late, but this time...read more
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