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Opinion Polling:

Public opinion polls or surveys assess public opinion. It is a form of opinion research designed to measure people thoughts and feelings on important social and political issues that affect everyday life. Just as marketing research aims to understand consumer attitudes, beliefs, and behaviors; public opinion polls explore society feelings towards public issues.

What are some of the characteristics of public opinion polls?

  • Assess widespread public opinion
  • Give broadly applicable results (respondents provide a composite view of the larger population)
  • Use many of the same techniques that are used in marketing research
  • Subject matter leans toward social or political (public) topics
  • Are conducted in short time-frames due to the dynamic nature of society

Public opinion surveys are important because they inform policy-makers, political candidates, the media and society (itself) of the public perceptions and behaviors towards broad ranging issues. They may be used by governments in order to understand the effectiveness of policy and programs, by politicians to understand their constituent perspectives, by academic researchers in order to understand society, or by members of the public who consume polls performed by media outlets.

Another benefit public opinion polling gives to respondents is that it allows them to participate in the political process. Respondents recognize that they can voice their opinions about public policy, social issues and will have an influence on government, public discourse and social issues.

Random sampling is the most commonly techniques used by Asia Research Partners. Respondents are contacted and requested to participate in the survey. Quota sampling involves setting quotas for example, of age and gender and seeking out those people who, together, match those characteristics.