What are the key steps in conducting a public opinion survey?

1 Define the purpose and objectives

The first step in conducting a public opinion survey is to define the purpose and objectives of the survey. What are you trying to achieve with the survey? What are the main research questions or hypotheses you want to test? How will you use the survey results to inform your decisions or actions? Having a clear and specific purpose and objectives will help you design a relevant and useful survey that addresses your needs and expectations.

2 Identify the target population and sample

The second step in conducting a public opinion survey is to identify the target population and sample. The target population is the group of people whose opinions you want to measure, such as residents, voters, customers, or employees. The sample is the subset of the target population that you will actually survey, such as a random or stratified sample. You need to decide how to select, contact, and recruit your sample, as well as how large your sample should be to ensure adequate representation and precision.

3 Design the questionnaire and mode

The third step in conducting a public opinion survey is to design the questionnaire and mode. The questionnaire is the set of questions and response options that you will ask your respondents. The mode is the method of delivery and collection of the questionnaire, such as online, phone, mail, or face-to-face. You need to design a questionnaire that is clear, concise, unbiased, and relevant to your objectives. You also need to choose a mode that is suitable for your target population, budget, time frame, and quality standards.

4 Test and refine the survey

The fourth step in conducting a public opinion survey is to test and refine the survey. Testing the survey involves conducting a pilot or pretest with a small number of respondents from your target population to check the validity, reliability, and feasibility of your survey. Refining the survey involves making adjustments or improvements based on the feedback and data from the testing phase. You need to test and refine your survey to ensure that it works as intended and that it produces accurate and reliable results.

5 Implement and monitor the survey

The fifth step in conducting a public opinion survey is to implement and monitor the survey. Implementing the survey involves launching and administering the survey to your sample using your chosen mode. Monitoring the survey involves tracking and managing the progress and performance of the survey, such as response rates, completion rates, quality checks, and data security. You need to implement and monitor your survey to ensure that it runs smoothly and efficiently and that it meets your ethical and legal obligations.

6 Analyze and report the results

The sixth and final step in conducting a public opinion survey is to analyze and report the results. Analyzing the results involves processing and interpreting the data from the survey using appropriate statistical methods and techniques. Reporting the results involves presenting and communicating the findings and implications of the survey to your intended audience, such as stakeholders, policymakers, or the public. You need to analyze and report your results in a clear, concise, and credible way that answers your research questions and objectives and supports your decisions or actions.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?