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Why is Public Opinion Research Important?

Public opinion can be defined as “the complex collection of opinions of many different people and the sum of all their views.” Public opinion research is a way to measure the opinion of a large population by studying a random sample of that population utilizing surveys, in-depth interviews and focus group discussions.



Public opinion research is important because it:

  • Identifies the information required to address organizational and service issues.

  • Weighs public perception on a particular issue such as when politicians call to ask voter opinions on local or national policies, or news agencies, such as CBS News and The New York Times, call to ask citizens their reactions to recent news events, or Government contractors call to ask households about access to healthcare or social services.

  • Reflects public concerns, beliefs, and values. What issues are people aware of? Which of these issues do they think are most important?

  • Helps determine where tax dollars are needed. Surveys provide feedback from a community as to where funds should be allocated.

Most people have heard the phrase, “Perception is Reality”. Public opinion research is an essential piece of the puzzle when trying to uncover what people really think.


Public Affairs and Campaigns Australia can help you build support for your case in the broader public through Opinion Research. This starts with sending the right messages to the right audience. Contact us today.



Source: cmoresearch

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