sociology

Working in Social Science/Public Opinion research has made me very sympathetic to anyone who makes their living talking on the telephone. Something about the anonymity of the phone seems to make people feel very safe in expressing their deepest (racist/sexist/classist) thoughts to the interviewer. Conversely, many people are certain that you are trying to steal their money, their opinions, nay, their very souls through your insidious questioning about their attitudes toward any number of innocuous things. I want to discuss some basics of survey research and explain some of the qualities of any kind of opinion or attitudinal research. These are often the surveys that form the basis of the “97% of Americans HATE BREATHING AIR” kinds of stories that we see on a daily basis. Continue reading →