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The foundation of statistically sound survey research is that every member of a population has an equal chance of being included. Yet survey professionals have gone from expecting 30 to 50 percent response rates to single digits. So whose voice might be missing and can surveys still produce representative results?
Keeter explores the importance of emerging methodologies. "Whether we are talking about opt-in internet panels or the non-survey methods such as automated content coding of social media, the integration of data from what has been called the 'internet of things,' have drawn interest and resources away from traditional surveys."
If we must edge away from the probability model to explore the new frontier, we are right to worry about whether our findings are representative, valid and reliable. Bad data can drive out good, especially when people don't distinguish between fact-checked reporting and the on-the-fly opinion postings.
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| ROI - The Miami Debate
A panel of international, research-minded practitioners debated the complex topic of defining ROI and its value. Audio from the debate, held at a recent conference in Miami, is now available on the IPR web site.
Mark Weiner, PRIME Research, discussed the value of ROI centered on whether it is reasonable, measurable, and meaningful. Panelists contested that the research on ROI is driven by two elements: to prove the value of public relations and to improve performance.
The audio session is available here...
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The Jack Felton Golden Ruler Award recognizes excellence in public relations research, measurement and evaluation. Submissions for this annual competition for the best use of research to support public relations practice are due August 24th. Public relations agencies, corporations and institutions, associations, research providers and academics are all encouraged to enter this special competition. The winning research program will be announced at an Institute for Public Relations research event in November and will be published on the Institute web site.
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