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.

    Slide your mouse over the book jacket for more info. Click on it to see the catalog entry.



 Public Opinions

Slide your mouse over the image for more info
The Gallup poll [electronic resource] : public opinion, 1935-1997 The Gallup poll [electronic resource] : public opinion, 1935-1997