Public Opinion Research – It’s Not Just Knocking on Your Neighbors Door

January 21, 2010
Jim Medick
Las Vegas, NV 

FOR IMMEDIATE RELEASE                                             Contact: Jim Medick

Public Opinion Research – It’s Not Just Knocking on Your Neighbors Door
 
Over the last decade, public opinion research has played a huge role in how businesses do business. The risk rewards of business are such in today’s business environment that “gut” decisions have been replaced by “statistical assurances”.
 
 “Public opinion research is regarded by everyone from heads of Fortune 500 companies to heads of state as one of the best tools available for making on target decisions,” says Jim Medick, President of Precision Opinion Market Research Services. 
 
He goes on to say that the key to making public opinion research work is in the details. 
 
“You can’t ask 10 of your best friends what they think about a product or policy.  It is important to get the purest data possible when you are using this type of research to make decisions that will affect the future of your business.”
 
With over 20 years in the business, Medick has witnessed both the triumphs and failures of public opinion research.  He offers the following list of must-haves/dos when starting a project:
  1. The Questionnaire is the key.  Many a project has gone awry due to faulty questionnaires.  Medick’s advice, hire someone that has experience writing  questionnaires.  Many think it is as simple as jotting down a few questions they would like to ask their customers/constituents but for a questionnaire to be truly successful, it needs to be unbiased.  That is a lot more difficult than it seems.  The questions must be asked without prompting a single conclusion from the respondent.  Many projects go terribly wrong at this crucial first step.
  2. Be sure the information gatherers are trained correctly.  Again, when you ask your best friend and neighbor a list of questions (even if you have an unbiased questionnaire), you, as the gatherer, often create bias simply by asking the question.  Information gatherers should be professionally trained to not only gather the information in a timely and efficient manner but should also be able to guarantee the information is correct and that it was presented in a way that excludes bias.
  3. The results must be interpreted correctly.  After the questionnaire is formulated and information is gathered, having an analyst that is seasoned in interpreting this type of material is important.  Not all number crunchers are built the same.  Finding someone to interpret the data correctly makes an enormous difference in the overall outcome of the project.
“Be sure when hiring a research firm that you ask them about the questionnaire, who gathers the information and then interprets the results,” suggests Medick.  “Finding a firm that takes pride in being correct and timely will make a huge different in the success or failure of your project. Your company is trusting in you to give them direction – you must have the same level of trust with the  research proc data collection process.”
 
For more information about public opinion research or tips on hiring the right firm, contact Jim Medick at 702.483.4000 or jtmedick@precisionopinion.com