When conducting a poll of
any kind, methodology is a vital question when considering if a poll is
accurate. Methods of polling include phone, face-to-face, computerized and
written surveys.
Different methodology means different people are being reached. It also determines the kinds of questions that are being asked
and subsequently the respondent answers. For example, face-to-face surveys
allow for more open-ended questions, as people are more likely to give longer,
richer responses if the surveyor is sitting in front of the respondent.
Surveyors weigh the
benefits and downsides of factors like response rates and cost.
Response rate can be a
huge downside for computerized, phone and written surveys. It is rare that
surveys release their response rate of face-to-face interviews.
A recent CNN / ORC
International poll surveyed 547
registered voters by telephone.
In this case, randomness is
a key issue. Phone surveys can be more random than other methodologies since
lists of numbers can be selected randomly. Issues can include people responding
who aren’t actually the correct person or people declining to answer calls from
strangers.. Phone surveys can also be quite expensive.
By Brandon White
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