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Gathering Data on Public Opinion

Learn techniques to gather public opinion data effectively for decision-making and strategy development, covering diverse goals and target audiences.

jgreenwald
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Gathering Data on Public Opinion

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  1. Gathering Data on Public Opinion

  2. What does it meanto 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.

  3. 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 intheir curriculum? • Assess community needs or assets?

  4. 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.

  5. Whose opinions areyou 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.

  6. 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 havehad any plans to do anything.

  7. 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.

  8. In Summary • Anticipate obstacles that may occur. • Be prepared to overcome possible obstacles. • You must be prepared to also. • Have a plan.

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