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Research
Benchmark polling: Done at the outset of a campaign to develop a campaign strategy. Issues are tested for their importance, candidates are tested for their appeal, arguments are tested for their ability to persuade and demographics are measured to develop a complete picture of the electorate. Competitive Edge handles all aspects-questionnaire design; sample acquisition; data collection, tabulation, and crosstabulation; and reporting--or portions of the process. Benchmark polls run anywhere from 10 to 100 questions with sample sizes usually from 350 up to 1,500. A benchmark questionnaire usually incorporates one to four open-ends.
Brushfire polling: These polls are conducted once the campaign is underway. The aim is to test whether the campaign is on course, whether either side's message is having its desired effect and to see what new issues have cropped up that need to be addressed. Brushfires are typically shorter than benchmarks.
Tracking surveys: These are a series of small sample polls to show the campaign's progress over time. They are typically conducted in the last month of a campaign. Very short, their main purposes are to predict electoral outcomes based on the current situation and give the campaign information on which to base modifications.
Focus groups are used alongside surveys to explore the "qualitative" aspects of a campaign (the fuzzy stuff that does not at first lend itself to rigorous survey testing). One objective of focus groups is to explore the numerous, disparate and undeveloped ideas which may be used in the campaign. Running a group before fielding a survey allows a campaign to develop and hone its potential messages and "lingo" before subjecting it to survey testing. 8-12 respondents are recruited to take part in each group. CERC handles all aspects including recruitment, moderator preparation, moderation, facilities, audio/video, refreshments, transcription, and follow-up.
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