Conducting Marketing Research

Surveys and Opinion Polls

Opnion polls are conducted by a wide range of organizations and news media. Below, you will find not only books and Internet sites covering HOW to conduct a poll or survey, but also Resources to access some of those statistics.

gold triangeSurvey Methods

gold triange Public Opinion

 Survey Methods

  1. Free web sites Princeton Survey Research Center
      This site is supported by The Andrew W. Mellon Foundation. Provides links for researchers needing data and information on the "survey method applied to the study of social issues, consumer research, [and] policy analysis."
  2. Free web sites Survey Research Methods
      The American Statistical Association Section on Survey Research Methods provides free brochures called "What is a Survey?", "What are Focus Groups?", "More about Mail Surveys", and "What is a Margin of Error?". This web site is good for basic understanding for survey research methods.


 Public Opinion

Since their beginnings in the 1920's with Gallup, Roper, Harris and others, scientific polling organizations have grown dramatically in number, scope, and stature to their worldwide presence today. Like other professions dealing with public affairs, pollsters have found the Internet to be a great boon both for advertising services and for offering survey results. Professional organizations, university research centers, and data archives all use the web to enhance access to public opinion polls.

Academic resources and  polling organizations

  • Gallup
    Limited free access to recently published analysis articles and selected recent questionnaires.

  • General Social SurveyThe GSS contains a standard 'core' of demographic, behavioral, and attitudinal questions, plus topics of special interest. Many of the core questions have remained unchanged since 1972 to facilitate time-trend studies as well as replication of earlier findings. The GSS takes the pulse of America, and is a unique and valuable resource. It has tracked the opinions of Americans over the last four decades.

  • Harris Interactive
    Explore over forty years of insight released by The Harris Poll® in the new Harris Vault® archive. Simply utilize the search function to uncover data spanning subject matter and industry – dating back to The Harris Poll’s inception in 1963.

  • Kaiser Family Foundation
    Provides free access to questions with responses to surveys about health and health-care issues back to 1994.

  • Pew Research Center
    Tabs at the top of the page may be used to access different kinds of reports and analyses.

  • Public Agenda
    Public Agenda's mission is to make citizens aware of policy issues from a nonpartisan perspective and to understand the public point of view. Use the Issue Guide to find facts and opinions. Each report features a PDF of the questions and responses used as the basis for the report.

  • Roper Center
    The Roper Center is an archive—it preserves the data from polls conducted by many leading survey organizations for the use of researchers, students, and journalists. Some data sets require a fee or subscription, however, many are available for free.

Slide your mouse over the book jacket to see the catalog entry. If it is an eBook, you will need to use your Baker ID to access it online.

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