Article Information
Meeting the Challenges and Opportunities of New Technology:An Invitation to Participate in Our Knowledge Production Community
Sung Kyum Cho, Jantima Kheokao
Asian Journal for Public Opinion Research. 2017. August, 4(4): 205-207
Copyright @ 2017, Asian Network for Public Opinion Research
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Technology, including communication media, is developing very fast. As informationtechnology develops, it becomes easier for us to express our opinions and hence thepower of public opinion in our society in politics and business grows. Even though it hasbecome more difficult to get quality survey results due to increasing concerns aboutprivacy invasion and data infringement, the demand for public opinion research isincreasing.
It is true that survey response rates have been decreasing, but we areexperimenting with various ways to overcome this. We are now beginning to userecorded data or register data to complement surveys. Also, the analysis of big datacollected in various ways gives us additional insight to help us understand survey results.Of course, big data analysis or recorded data cannot replace surveys, because people'sintention or attitude is difficult to know through those data.
New technology also helps us to reduce the burden of collecting data. For example,we don't need to ask where the respondents are now in order to understand their opinionor preference. Their location can be collected through GIS technology and givesbackground information about answers. For example, a person's opinion about aparticular facility can be interpreted together with his location. With the utilization oflocation data, social network activities, and other recorded data, we only need to ask afew questions. So, this development of new media and technology enables us tounderstand more about people and our society with fewer questions.
So, we have challenges and opportunities together. We need to understand theimplications of these developments and properly utilize them in our understanding oursociety. This is why we are having this special theme for this year's ANPOR Conference.
When we look back upon the past, new communication media brought us changesin the way we conduct public opinion polls. With the advent of the telephone, our surveymode switched from face-to-face interviews to telephone interviews. With the advent ofInternet, web surveys have become widely used. Of course, the new mode does not meanbetter quality. It shows that we are always looking for ways of understanding society withless effort. Also, the areas that public opinion research results could contribute to haveexpanded.
So, the challenge facing us is to find out how we can develop future survey modes,which are easier to implement and which will also bring us better quality results.
In order to accomplish this, we need to work together to share our experiences.We have a relatively short history of utilizing public opinion research. But sometimes itwill be easier to try a new methodology because we don't have such a long history.
We hope you will join us in our knowledge production community as you conductyour own public opinion research, both by participating in our annual ANPOR Conference,which is in Shanghai this November, and by continuing to read AJPOR and submitting your own work. Together, we will address the challenges and make the most of theopportunities that rapidly changing technology have given us.
Biographical Notes
Sung Kyum CHO is a professor in the Department of Communication at ChungnamNational University and director of the Center for Asian Public Opinion Research &Collaboration Initiative (CAPORCI). He was the first president of the Asian Network forPublic Opinion Research (ANPOR). He has also been president of the Korean Associationfor Survey Research (KASR) and is currently the president of the Korean Society forJournalism and Communication Studies (KSJCS). He is part of a team that has just startedconducting the Korean Academic Multimode Open Survey (KAMOS). He is also anassociate editor and publisher for the Asian Journal for Public Opinion Research (AJPOR).
He can be reached at Chungnam National University, Department of Communication 99,Daehak-ro, Yuseong-gu, Daejeon, 305-764, Republic of Korea or by email at skcho@cnu.ac.kr .
Jantima KHEOKAO is associate professor in the Department of Strategic Communicationat University of the Thai Chamber of Commerce. She is an incumbent president of theAsian Network for Public Opinion Research (ANPOR). She is also an associate editor forthe Asian Journal for Public Opinion Research (AJPOR).
She can be reached at Department of Strategic Communication, University of the ThaiChamber of Commerce, 126/1 Vibhavadi Rangsit Road, Din Daeng District, Bangkok10400, Thailand or at jantima.kheokao@gmail.com