An exploding technology is contributing to the fast pace at which the field of survey research is moving today. Despite this, growing and unresolved problems hamper some of the major accomplishments in this field. Those problems are affecting its growth in the future as well.

These were the comments of George Gallup Jr., the nationally known poll-taker, who spoke at a recent symposium in Indianapolis sponsored by Walker Research, Inc. Gallup, who shared his insights on the future of survey research with his audience of about 100 senior marketing executives, included thoughts on the subject from people who are involved in the business.

In a mail survey questionnaire, some senior marketing executives were asked to comment on their predictions on the future of survey research. Their responses indicated a pervasive concern over a wide range of problems such as telemarketers posing as interviewers, poorly-designed surveys, a declining pool of interviewers, fear of being interviewed, and a lack of understanding of the purposes of survey research. Some predictions were even more severe. For example: "'Consumer overload' will destroy the industry; interviewers will be a vanishing breed; opinions will be available only for a price; survey respondents, angered over fake surveys or poorly designed surveys, will demand government regulation."

Can the industry afford to suffer such mishaps considering the progress it has made over the past 50 years? Gallup listed a sample of those accomplishments:

  1. The spread of survey research throughout the world, including Russia.
  2. Practically every aspect of life has been investigated. This includes human behaviors once considered prohibitive and such areas as "near-death" experiences.
  3. An extremely high level of accuracy achieved in sampling populations. This is confirmed by the record of survey organizations, both here and abroad, in estimating the outcome of national elections.
  4. Surveys have given the public a voice on all important issues facing their lives. Such surveys are important in order to have a healthy government and a healthy economy as well. Marketing research helps clients gain a competitive edge but most importantly, helps define the real needs of consumers. This leads to an ever-improving quality of life for citizens of a nation.
  5. Greater public acceptance of survey research.

The respondents see the future of survey research as accomplishing many milestones. A few of these are:

  • Most predict greater use of survey research at all levels, with inexpensive data processing making this possible. Some predict that more relevant information will be available for use in over-all strategy because of techniques such as psychographics, segmentation and increased use of multivariate techniques.
  • Less reliance on paper processing of questionnaires and more direct access into computers. The use of psychographics and other techniques will enable better targeting of respondents.
  • Survey research will place more emphasis on explaining behavior as devices become more reliable; wider dissemination of survey data.
  • More emphasis on tracking as op-posed to "snapshots." This includes quicker turnaround.
  • An extension of market research into product categories other than mass market products. Survey research geared toward the total marketing picture, not just parts of it.
  • A growth in international research.
  • New professional descriptions of the roles of survey researchers and a decline of the "generalists" in the field.
  • An increase in computer modeling of consumers' wants and needs, more use of "intelligent" computers and widespread use of scanners.

These previous accomplishments and the forthcoming ones predicted are jeopardized because of rather threatening developments and persistent problems. According to the respondents, these are:

  1. Failure to apply sampling guidelines in the surveys. Telephone stations across the country continuing to report surveys based on whomever happens to call in, without any attempt of representativeness.
  2. Poor interviewing techniques.
  3. Lengthy and boring questionnaires.
  4. A continuing ignorance of survey research. This illustrates the need for college courses in the field.
  5. Respondent reluctance to participate in surveys. Reasons for the climbing refusal rate are various: an overload of surveys; overly long questionnaires, often on dull topics; poor interviewing; invasion of privacy and time pressures are just a few.
  6. A certain lack of creativity in recent years in developing new research techniques and approaches.
  7. One serious development which could severely affect the collection of data and undermine the validity of survey research is the continuing high rate of illiteracy.
  8. The failure of some polling organizations to indicate the likely outcome of elections (frequently in primary elections); failure to estimate voter turnout accurately, inability to allocate the undecided vote and failure to poll as close to an election as possible.
  9. The widespread danger of government intervention and control of surveys.

These threats to the survey industry signify the need to remind people nationwide of the importance of their continued participation in surveys and to help them recognize that their opinions can contribute to better government and to an improved quality of life.