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Successful Communication
Tool Kit -
Literacy and You
Communication Canada
May 2003
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6.3 Public Opinion Research
Public opinion research offers the possibility of evaluating communication initiatives, by practical testing or surveys, from the perspective of people with low literacy skills. Such research also makes it possible to measure the impact and the desired outcome (relevance, comprehension and persuasion).
Section 7: Contacts, provides a list
of literacy organizations. These organizations can play an important role
in recruiting persons with low literacy skills for public opinion research.
The following information proposes various courses of action for successful public opinion research and offers tips.
Courses of Action:
Foster a friendly environment during focus groups and interviews
Tips:
- Use individual interviews and do not exceed 90 minutes
- Avoid focus groups of more than four persons
- If possible, conduct interviews in homes or in the offices of community organizations
Use a plain language interview guide
Tips:
- Review survey tools according to plain language principles
- Explore projective techniques and simple tasks (balloon test)
- Avoid comparative evaluations of documents (evaluate one at a
time)
- Ask specific questions (Who? What?)
- Avoid more abstract or open-ended questions (Why?)
Select the type of survey carefully
Tips:
- Choose face-to-face methods or telephone surveys
- Avoid mail-in or e-mail surveys
- Limit interview length to the required minimum
Prepare and use a well-designed questionnaire
Tips:
- Review the questionnaire based on plain language principles
- Limit the survey to essential information
- Ask the easiest questions first
- Use closed-ended questions
- Ask specific questions (Who? What?), and avoid more abstract or open-ended
questions (Why?)
- Define and repeat essential words
- Check regularly to ensure comprehension
- Use simplified scales and avoid multiple-choice questions
Create a reassuring climate
Tips:
- Show empathy:
- speak in simple terms
- encourage criticism
- use the respondent's words
- attribute as much importance to what is not understood as to what is understood
- Use a reassuring tone
- Reiterate the fact that the evaluation deals with the issue or document
- Be reassuring in relation to confidentiality and anonymity
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