Northwest Arkansas Omnibus Survey

FAYETTEVILLE, Ark. — Researchers at the University of Arkansas Survey Research Center will begin collecting data Wednesday, March 28, for the Northwest Arkansas Omnibus Survey, a service-oriented poll to measure local residents’ perceptions about the economy and a variety of other topics.

“The omnibus survey helps take the pulse of local residents by offering them a chance to speak out on key local and national issues,” said Molly Longstreth, director of the research center. “This is especially important in Northwest Arkansas, where communities are changing so rapidly. The survey also gives both new and long-time residents a chance to be heard.”

The survey center conducts two omnibus surveys each year. Previous surveys have been statewide polls or polls of Northwest Arkansas residents only, including Benton, Washington, Carroll and Madison counties.

Each survey contains basic questions from the Index of Consumer Sentiment, a national poll that measures consumer attitudes about current and future economic conditions. Started more than 50 years ago at the University of Michigan, the index is a standard by which economists, investors and policymakers predict future economic conditions, because they know consumer spending accounts for approximately two-thirds of U.S. economic activity. Respondents’ answers to several questions — including opinions on whether they are better or worse off financially than last year and whether now is a good or bad time to purchase large household items, such as furniture, appliances and televisions — determine an index score.

In addition to questions gauging consumer sentiment, previous statewide and local omnibus surveys have included questions about gas prices, health care, emergency preparedness, transportation and the effects of Hurricane Katrina and last summer’s drought. Longstreth said the spring 2007 Northwest Arkansas Omnibus Survey will include questions about the war in Iraq, public transportation and local radio programming.

Conducted in both English and Spanish, the Northwest Arkansas Omnibus Survey uses random-digit dialing to contact a wide sample of residents. Data are collected via a sophisticated, state-of-the-art, computer-assisted telephone interviewing system. Interviewers are highly trained, and information received during the process remains confidential. Longstreth said the center intends to connect with more than 600 people. The findings are accurate within a range of 4 percentage points.

The survey contains questions from various state and local agencies and nonprofit organizations on a wide range of issues. Longstreth said survey findings are an excellent and affordable way for public agencies, nonprofit organizations and educators to obtain high-quality information without the organizations having to sponsor their own surveys. Those interested in purchasing questions for surveys should call the center at (479) 575-4222.

Established in 1998, the UA Survey Research Center conducts surveys and evaluations for a variety of organizations and is dedicated to providing high-quality, nonbiased information. For more information on the center and its research, go to http://survey.uark.edu/ .