Tracking Polls
A tracking poll is a series of individual surveys repeated continuously over time to measure attitudinal and behavioral changes in a target population. While most commonly associated with election campaigns, tracking polls also are used for a variety of other research needs, from measurement of consumer sentiment to ad tracking in marketing research.
The term tracking often mistakenly is used to describe any trend data obtained over time. In fact it correctly applies only to continuous measurements in stand-alone samples. In all applications, the aim of a tracking poll is to produce an ongoing, rather than a one-time or episodic, assessment of evolving attitudes.
Tracking polls provide substantial flexibility in data analysis. The consistent methodology produces useful time trends. Tracking data can be segregated before and after ...
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Reader's Guide
Ethical Issues In Survey Research
Measurement - Interviewer
Measurement - Mode
Measurement - Questionnaire
Measurement - Respondent
Measurement - Miscellaneous
Nonresponse - Item-Level
Nonresponse - Outcome Codes And Rates
Nonresponse - Unit-Level
Operations - General
Operations - In-Person Surveys
Operations - Interviewer-Administered Surveys
Operations - Mall Surveys
Operations - Telephone Surveys
Political And Election Polling
Public Opinion
Sampling, Coverage, And Weighting
Survey Industry
Survey Statistics
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