The Strategic Use of Survey Research in Political Campaigns

This course will provide the student with an introduction to the basic facets of survey research, from sampling (WHO gets interviewed),  survey design (WHAT gets asked), data analysis techniques, and interpretation of results (WHAT does it mean).  But the lion’s share of the course will focus on addressing the question; HOW does the data get used?  We will reference actual case studies involving public opinion in political campaigns, with heavy emphasis on the current issues of the day and the use of public opinion research as the nation gears up for the next big election. We’ll also hear from campaign professionals and candidates, offering real-world examples of how opinion research made a difference in big campaigns. The course leader is an active polling consultant to dozens of campaigns (federal, state, and local) each cycle, helping guide strategy on winning campaigns across the country.