Opinion Polling: Methods & Practice

The UBC Micro-certificate in Opinion Polling: Methods & Practice offers a comprehensive introduction to the key principles of public opinion survey research paired with practical, hands-on experience designing, conducting, analyzing and reporting surveys.

In this program, you will learn industry best practices for each stage of the research survey process—from crafting effective survey questions and selecting representative samples to analyzing data and communicating findings clearly. You will develop the knowledge and skills to produce accurate, reliable results that truly reflect the perspectives and opinions of diverse populations, positioning you as a confident and competent polling practitioner.

By the end of this program, you will be able to:

• Understand the core concepts of attitudinal survey research
• Effectively design surveys, including question wording and sequence
• Identify and mitigate potential biases in polling process
• Understand sampling and the various kinds of sampling errors
• Conduct data analysis based on streamlined statistical ideas
• Analyze your own survey data and report on its results
• Communicate survey data to different audiences
• Recognize and evaluate the survey methodologies used in news stories, policy reports and academic work
• Think critically about whether and how to use survey methodologies in your own work

This program is designed for individuals interested in learning more about the fundamentals of opinion polling and how to use poll data to inform decision-making. No prerequisite knowledge of the topic is required.

This program is relevant for professionals in a broad range of sectors, whether looking to enhance their existing skill set or position themselves for career growth, including:

• Political campaign staff
• Policymakers and advisors, including government legislators, policy analysts, civil servants, regulatory officers, lobbyists and political aides
• Directors and staff of non-profit and advocacy organizations
• Journalists
• Employees of public opinion research firms
• Market researchers
• Government and other employees tasked with information-gathering (e.g., labour-market surveys) and public consultations
• Consultants and employees tasked with capturing sentiment within organizations (e.g., workplace climate surveys)
• Scientists, social scientists and researchers who need subjective measurement of individual experience as part of their research (e.g., medical research)

The total cost of the program is $2,750.

All fees are in Canadian dollars and subject to change. Fees are subject to GST where applicable. Fees may be paid by Visa®, Visa® Debit, Mastercard®, American Express®, money order or certified cheque.

For details on UBC’s payment policies, please see Refunds, Cancellations and Transfers.

Required course

This part-time 100% online program is instructor supported and combines independent study with real-time online workshop sessions. In addition, get real-time support during weekly virtual office hours.

On your own time, you can access online materials, work through the modules and mini-modules and complete the associated online questions and quizzes. For the final capstone module, students attend several real-time online workshop sessions with instructors and other students in addition to working on their project independently.

Expected effort

Expect to spend approximately three to five hours a week completing the topic modules and online assessments. During the capstone phase, expect to spend approximately 10 hours a week attending the online real-time workshops and working on the final project.

Textbooks and materials

There are no textbooks required for this program. All course content is provided in the online learning management system.

Technology requirements

To take this program, you need access to:

• an email account
• a computer, laptop or tablet, using Windows or macOS
• the latest version of a web browser (or previous major version release)
• a reliable internet connection
• a video camera and microphone

Assessment

You are assessed on successfully completing each topic module and the capstone survey research project submitted at the end of the course.

The modules are assessed using a mix of multiple-choice and longer-form questions. You are graded on a pass or fail basis, and you must pass all modules to obtain the micro-certificate.

The capstone survey research project will receive a numerical grade and a qualitative assessment with written feedback from your instructor. Obtaining your certificate When you’ve successfully completed the program requirements, you can request to receive your micro-certificate.

Obtaining your certificate

When you’ve successfully completed the program requirements, you can request to receive your micro-certificate.

Our program instructors are experts with extensive research experience in the field of survey research.

Course developers and instructors:

DR. MATTHEW WRIGHT, BA, PhD, is an Associate Professor in the UBC Department of Political Science. He earned his BA in political science and history from McGill University, and his PhD in political science from the University of California, Berkeley. Dr. Wright's work has been widely published; for a selected list of his publications, please see his full biography.

DR. ANDREW OWEN, BA, MA PhD, is an Associate Professor of Teaching in the UBC Department of Political Science and conducts research on policy making in Canada. He holds a PhD in political science and government from Princeton University, an MA in political science from UBC, and a BA in political science from Queen’s University.