There are many different ways you can measure public opinion using social (or human subject based) research methods. This article, written by Russell Brooker (Alverno College) and Tom Shaefer (Washington State University) provides a broad overview of different methods used to measure public opinion: Measuring Public Opinion.
How do you know whether to measure public opinion using qualitative of quantitative methods? This video helps to provide an introduction to each (8 minutes):
Now that you’ve decided to use qualitative approaches, this video from Yale University provides an overview of qualitative research. Based in the health sciences, which can often be linked to public policy, this video provides a definition of qualitative research along with its strengths and weaknesses (14 minutes):
Here the most common qualitative or mixed methods approaches to public opinion research. Select from the list below to learn the strengths and weaknesses of each.
- Surveys
- Focus Groups
- Interviews
- Appreciative Inquiry
- World Café
- Indigenous Methodologies
- Mixed Methods