Yamil Gustavo Nares Feria

Being able to tell what the public is thinking is vital for governments and private companies alike. The challenge is in finding accurate ways to measure this. One of the most useful tools at the disposal of any researcher is the survey. If a survey is conducted appropriately, it can help organisations get the information they require in order to meet the needs, expectations and desires of consumers and, in the case of governments, voters.

Compiling surveys in the right way and conducting them effectively is a specialist skill. Yamil Gustavo Nares Feria is a very good example of someone who understands fully what is involved. He is able to draw upon multiple methods for collecting and analysing public opinion. This information is used in a wide range of spheres – both public and commercial. From the outset, one of the most important issues to consider when putting together a survey is the correct identification of the ‘defined population’. It is also necessary to ensure that an accurate sample of that population is approached. For instance, a researcher might decide to contact a group of individuals via email to obtain their views on a particular aspect of government policy. The danger here is that the type of person who has email (and who regularly checks, opens and responds to emails of this kind) may not necessarily be representative of the population as a whole.

Careful consideration also has to be given to the questions being asked. For one thing, the tone has to be appropriate not just for the individual being approached, but also for the platform being used. For instance, a certain question may make better sense if it is accompanied by visual prompts (e.g. by way of an online survey). The question also needs to be phrased correctly to avoid ambiguity and to ensure the respondent understands fully what he or she is being asked. A decision also needs to be made on whether to concentrate on open-ended or fixed response questions. Closed or fixed response questions can be very useful in helping researchers collate precise data that can be collated and analysed relatively easily. Open questions have an important role to play too. This type of question can be used to great effect when trying to find out something new from respondents and when trying to gauge their broad attitude on a particular topic.