Research Impacts - Studies

SRBI Conducts Interviewing for Largest 2004 Election Study

Release Date: 11/1/2004
Schulman, Ronca, & Bucuvalas, Inc. is again working with the Annenberg Public Policy Center at the University of Pennsylvania to conduct all interviewing for the 2004 National Annenberg Election Study.

The National Annenberg Election Survey of 2000 was the largest academic election poll ever conducted. The 2004 survey will match it in size, with a total of about 100,000 interviews. Polling began in October, 2003 and will continue until after the election in November 2004.

The latest findings of the Annenberg Election Study will be found at the Annenberg Public Policy Center.

The survey examines a wide range of political attitudes about candidates, issues and the traits Americans want in a President. It also has a particular emphasis on the effects of media exposure - campaign commercials and news from radio, television and newspapers. Additionally, it measures the effects and other kinds of political communication, from conversations at home and on the job to various efforts by campaigns to influence potential voters.

The large sample size enables analysis of groups that would be too small to measure confidently in ordinary election polls. Recent studies have examined the differing views of Hispanics from Mexican, Puerto Rican and other heritages, while another examined people from union households, broken down by race, sex, and occupation.

Another key feature of the NAES is its use of the rolling cross sectional methodology for interviewing representative samples of Americans. With this method, random samples of respondents are interviewed each day of the election period in such a way that the samples are comparable from one day to the next. In particular, the composition of each day's interviews is balanced for demographics and ease of acquiring the interview. Each day's interviews can then be used to identify trends and points of change in the public's reactions to political events as they unfold over the course of the election.

Dr. Kathleen Hall Jamieson, head of the Annenberg Public Policy Center, is the survey's director. Ken Winneg is the Annenberg survey managing director. Adam Clymer is the survey's political director. Chintan Turakhia is the SRBI Senior Vice President directing the interviewing.