POL214Y5 Lecture Notes - Lecture 11: Interactive Voice Response, Big Data, Google Analytics
Document Summary
Qual: qualitative focus groups and interviews. Big data: customer habits" data, crm, mailing lists, social media data, google analytics, programmatic ads. In early days, door to door surveys: as landline phones became universal, phone surveys, 1936 correctly predicted roosevelt would win u. s. presidency, universal access is essential to accurate probability sampling . Landline phones, cellphones, online surveys all factors in the relative. 1962 election lou harris effectiveness of research: us president kennedy"s democratic-party pollster, hired 500 to make phone calls in the most extensive public -opinion research operation ever seen at that point in canadian politics. Testing strategy and questions to guide themes. Not just performance if party: tracking results in swing ridings only in certain communities, targeted ridings means targeted advertising, cell phones, online surveys, big data. All parties rely to some extent on vote intention surveys. Nightly tracking:300,800,1000 survey daily: every day for about 30 days, much more reliable sample. 15 to 25 minutes: policy, leadership, message testing.
