How to Use Public Opinion Research


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Strategic Planning

Using Public Opinion Research

How to work with Public Opinion Research
by Loren Siegel

Introduction
This guide presents human rights and civil liberties advocates arguments and tools for integrating public opinion research into their communications work.

The purpose of the guide is to provide the fundamentals: why to do it, how to do it, and what to do with the data once it’s collected. It also provides information about where to find good consultants, and what to expect from them once they are on board.

Filled with interesting case studies and a compilation of resources to identify and choose leaders in the field, the guide helps users learn the fine points of research methodologies.

Below are some of the key questions and tools that should help you gain a better understanding of how to use research to gain a greater understanding of your audience and learn how to advance your issues.

Why Engage in Public Opinion Research?

• Message Development
• Identifying Core Constituencies
• Testing Salience

What are Public Opinion Research Tools?

• Focus Groups
     - How Many?
     - Who?
     - Where?
• Focus Group Discussion Guides
• Focus Group Facilities
• Focus Group Debriefings and Reports
• Surveys (Polls)
      - Sample Size?

      - Questionnaire
      - Logistics (the fieldwork)
      - Topline Results
      - Survey Analysis
• Putting the Data to Work
      - Public Release
      - Using the Research for Strategic Purposes
• What to Look for in a Consultant
      - Sensitivity to your Issues
      - Willingness to Work with Coalitions
      - Deliverables
      - Willingness to Consult and Make Presentations

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