When conducting or critiquing a secondary analysis of polling data, the most obvious technique the analyst must apply is common sense.
- Always look carefully at the question that was asked.
- If the question is confusing to you it probably was to at least some of the respondents.
- When the results appear surprising, don't just report them-question them! Investigate why, check out the methodology, the sampling, the question wordings, and compare the results to other surveys on the topic.
- Determine if there is something missing-has the topic been adequately explored in the surveys being used in the analysis? Is there a different angle that would enhance the study; if so, seek other sources.
- Do your homework! Always check out published works on the topic.
Public Opinion Quarterly and
Public Perspective Online are excellent sources of sound, digested analyses on a multitude of topics.
- In reports and releases, watch out for reports of partial interview dates-if the survey isn't completed, it's likely that the requirements of sampling frame have not been met and generalizations may not be possible.
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