Copyright © 2014 by The University of Kansas Gathering Data on Public Opinion
Copyright © 2014 by The University of Kansas What does it mean to gather data on public opinion? It is the process of finding out where people stand on a particular subject. This is done in a number of ways, and some issues require different ways of gathering that information than others.
Copyright © 2014 by The University of Kansas Why do you want to know what people think? Are you trying to: Get public support for your organization or initiative? Find out what people think about a controversial program that is already in effect? Win an election? Sell a product? Start a new organization? Raise money? Determine if a program is working? Determine if tenth graders need more geography in their curriculum? Assess community needs or assets?
Copyright © 2014 by The University of Kansas What kind of information are you looking for? Public opinion favorable to your cause. Public opinion unfavorable to your cause. Public opinion neutral to your cause.
Copyright © 2014 by The University of Kansas Whose opinions are you trying to measure? Do you want to know what the average Joe thinks about your initiative, or do you have a more specific target population in mind? The scope may also vary from general to specific.
Copyright © 2014 by The University of Kansas What are you going to do with the information, once you get it? Getting the information is a large part of the battle, but it's not everything. You could use the information to develop strategies to build public support for your initiative. You may have been mandated by a funding source to measure public opinion of your organization/initiative to receive continued funding. You may have just been curious and not have had any plans to do anything.
Copyright © 2014 by The University of Kansas How do you gather data on public opinion? Look at existing sources. Whom should you ask about public opinion? Government, universities, planning and marketing companies. Community service organizations like the United Way. Public interest organizations. Internet sources. Leaders and specialists in your community. The general public.
Copyright © 2014 by The University of Kansas In Summary Anticipate obstacles that may occur. Be prepared to overcome possible obstacles. You must be prepared to also. Have a plan.