Michael Link details the next steps in using new tech to conduct surveys
Michael Link of The Nielsen Company presents on how the latest technology can be used in polling.
By Kenna Caprio
Continuing its “Politics on the PublicMind” series, FDU’s PublicMind Poll and the College at Florham Library hosted Michael Link, chief methodologist and vice president of research methods at The Nielsen Company, on December 1.
Link discussed the uses of the latest technology in the “new era of data collection.” There’s a need, Link said, to focus on research and development of methods and procedures so that new data sources, including Smartphones and social media, can become viable vehicles to conduct surveys through and gain insights. The industry needs to take “a nonlinear approach to innovation,” he said, and find solutions sometimes even before there are problems.
He also detailed all the different ways that a pollster can reach its audience on a smartphone: through a call survey, online collection, local survey app, app-based data collection (which doesn’t appear to be a survey), texting and tweeting, GPS/location check-in and visual data capture (photos).
The series’ theme this semester was “Surveying the Polls.” Previous speakers have included Maurice Carroll, Director of the Quinnipiac University Polling Institute; Patrick Murray, Founding Director, Monmouth University Polling Institute; Daniel Cassino, Director of Experimental Research of FDU’s PublicMind poll; and David Redlawsk, Director of Eagleton Center for Public Interest Polling at Rutgers University.
The next "Politics on the PublicMind" event will be hosted next semester on February 2.