High School
Because the ability to communicate in both spoken and written form is crucial for this job, you should take courses in English, speech, and social studies while in high school. In addition, take mathematics (especially statistics) and any courses in journalism or psychology that are available. Knowledge of a foreign language is also helpful.
Postsecondary Training
A college degree in marketing or survey research, statistics, economics, or business administration provides a good background for public opinion researchers. A degree in sociology or psychology will be helpful for those interested in studying consumer demand research or opinion research, while work in statistics or engineering might be more useful for those interested in certain types of industrial or analytical research.
Because of the increasingly sophisticated techniques used in public opinion research, most employers expect researchers to be familiar with computer applications, and many require a master's degree in business administration, sociology, educational psychology, or political science. While a doctorate is not necessary for most researchers, it is highly desirable for those who plan to become involved with complex research studies or work in an academic environment.
Other Education or Training
Keeping up with industry developments is key to success as a public opinion researcher. Professional associations often provide continuing education (CE) opportunities. For example, the American Association for Public Opinion Research offers webinars such as "AI for Social Good: Examples, Challenges, and Opportunities," "Design Considerations for Mobile Web Surveys," and "Web Survey Design and Usability Best Practices." The Insights Association offers webinars such as "Research and Data Science to Solve Ambiguous Problems" and "Reporting Research Learning Effectively." The Advertising Research Foundation and American Marketing Association also provide CE opportunities. Contact these organizations for more information.
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