Pew Research has published a series of videos explaining basic research methods and best practices for polling public opinion.
It’s important information, as the accuracy of polling has been called into question by recent misses in high-profile polls, such as those for the 2016 and 2020 U.S. presidential elections. For PR pros, a refresher on research methods can be a helpful reminder for making sure your measurement practices are providing accurate answers.
And the videos are a clear example of how comms pros can explain data science to a wider audience—an increasingly important piece of communicating your message for business and general population demographics.
One of the most helpful videos is this explainer on how to avoid writing bad survey questions that could mar the results of your report.
Top mistakes identified in the video include:
1. Don’t use jargon. Don’t assume the survey taker has expert knowledge about the subject at hand, the video warns.