Surveys are invaluable
Try to imagine how American business would operate today if surveys did not exist. Introducing a major new product is risky enough as it is; without access to market research, entrepreneurs would be shooting in the dark.
Consumption
Because the stakes are so high, the habits, plans, and preferences of American consumers come under careful scrutiny.
Myriad polls investigate everything we buy—from big ticket items like a home, car, or major appliance, to impulse purchases at the checkout counter. Consumers report what they like about different brands and whether or not it is important to them to ‘buy American.’
Beyond particular product selections, Americans are often asked to speculate on their own financial future and that of the nation as a whole. (Interestingly, it is not unusual for people to make a rosy prediction about their personal financial situation and a gloomy one about the country as a whole.)
Money management
Polls also document how and why Americans handle their money as they do. What financial institutions do they use and why? What kinds of investments do they prefer? What sorts of risks do they consider prudent?
What provisions are they making for retirement and do they think they will have adequate resources for their retirement needs?
Job satisfaction
To be effective, managers need to know what motivates their subordinates. Surveys document what workers find rewarding and frustrating about their jobs.
Chances for advancement, relations with superiors, and co-workers, concerns about child care, health insurance, and other fringe benefits have been examined by polls.
Public Policy
From taxes and regulations to import quotas and investment incentives, policies of the federal, state, and local governments have a direct impact on business operations.
Polling results serve as a useful bellwether of the strength and direction of public sentiment on these issues.
In addition, many polls ask people for general assessments, such as the state of the economy, the job the president is doing handling the economy, and the most important problems facing the United States.
Business and Economics
