Polling Research Methodologies
QUANTITATIVE RESEARCH ensures that you have statistically reliable information that can be generalized to a larger population. Quantitative polling research methodologies give you with specific numeric measures of things as varied as current performance and ratings; relative effectiveness of various messages, themes, products, and/or services; current and potential market share, etc. These numbers can be used to assess potential, to measure performance over time and to set specific quantifiable goals.
QUALITATIVE RESEARCH allows you to see and hear participants opinions expressed in-depth and in their own words. Qualitative research is participant driven and often leads to unexpected insights. Qualitative polling research methodologies do a much better job of explaining why participants think, feel, and react the way they do and allows you to see first-hand how people think and react to various products, messages, and ideas.
Subgroup size is an important factor in selecting a sample size for research. If the campaign knows that it is especially interested in gathering information from a specific demographic group (women, Latinos, etc.), then it is important to know how many interviews within each of those subgroups you will get within the “natural” distribution of your research. This is important when analyzing the findings within subgroups because often the group is small, thus the margin of error is high. You might consider increasing the overall sample size, or doing an “oversample” of a particular group.Step 1 Polling Research Methodologies.