How Public Policy Polling
(PPP) Gathers Data
Data is expensive. The
time and resources it takes to gather accurate statistics make for data
collection companies which cost hundreds of dollars for subscriptions to their
results. But data quality matters: quality data builds quality insights. PPP
strives collect quality data economically:
- Using Interactive Voice
Response (IVR)
o Using an automated
system to ask questions costs much less than employing a person to ask the
questions.
o It also can
reduce interviewer bias because each participant is asked the same questions in
the same tone.
- Calling only registered
voters
o PPP builds
its samples from state voter registrations.
o Polling
registered voters is more accurate responses than random calls because researchers
can know that the respondent is able to vote.
o Voter
registration data also gives PPP the gender, race, party affiliation, age, address,
precinct, municipality, county, districts, and voter history of participants
There are downsides. Few
people enjoy being called by pollsters and even fewer like it when the voice on
the other line is computerized. If they decline to participate, the integrity
of the data is questionable. However, this is one of the best ways to conduct
the surveys when it comes to affordability.
by Charlie Perschau
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