Webinar on Polling for News and PR
Election years are a perfect time to learn about (and brush up on) the fundamentals of survey research. Not only are the airwaves inundated with public opinion polling, but methodological experts are called upon to talk about developments and current best practices as new technologies and methods become central to measuring consumer and public opinion and behavior.
This week the Poynter Institute is offering a webinar of particular interest for PR professionals, whether or not you care about political polls. We also recommend it for any marketing professional because this type of polling is an exemplar of what all marketing research tries to achieve in measuring what people think and what they are likely to do.
The webinar (scheduled for January 26, 2012 with archived replay available afterwards) is being co-sponsored by the American Association of Public Opinion Research, and will be led by Claudia Deane, associate director for public opinion and survey research at the Kaiser Family Foundation. It is designed for non-researchers, and will focus on:
- The science of how polling and survey research works
- How to determine the legitimacy of a poll and the rigor of survey research
- How to assess the quality and usefulness of survey questions
If you miss the webinar or hunger for more, Versta Research has (and can point you toward) additional resources to help PR professionals, marketing professionals, and market researchers understand, keep abreast of, and communicate the importance of research. We are one of the few research firms in the industry with a background in university teaching and academic research striving to bring that expertise to the practical worlds of communications campaigns and marketing insight. Please give us a call and we would be happy to help you further.
—Joe Hopper, Ph.D.