Survey Research Center Celebrates 10th Anniversary, Begins New Omnibus Survey

FAYETTEVILLE, Ark. – Celebrating its 10th anniversary, the Survey Research Center at the University of Arkansas will begin collecting data Tuesday, May 6, for the Northwest Arkansas Omnibus Survey, a short, service-oriented poll to measure local residents’ perceptions about the economy and a variety of other topics.

“The Northwest Arkansas Omnibus Survey is like a barometer in that it gives a reading of how the residents think and feel about the quality of life in their communities and in the region as a whole,” said Molly Longstreth, director of the research center. “In this fast growing area, it’s important for local policymakers, business leaders and other service providers to hear residents’ opinions. Therefore, in the short amount of time it takes to respond to the survey, residents can make a potentially large contribution to their community.”

The survey center conducts two omnibus surveys each year – one for northwest Arkansas and one for the entire state. The Northwest Arkansas Omnibus Survey seeks opinions of residents of 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.

In addition to questions gauging consumer sentiment, previous statewide and local omnibus surveys have included questions about gas prices, health care, emergency preparedness, transportation, the effects of Hurricane Katrina and the war in Iraq. Longstreth said the spring 2008 Northwest Arkansas Omnibus Survey will include questions about quality of life in Northwest Arkansas, transportation issues, education and the economy.

Conducted in both English and Spanish, the Northwest Arkansas Omnibus Survey uses random sampling to contact diverse 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 will connect with more than 600 people. The findings are accurate within a range of 4 percentage points.

The survey contains specific questions from various local agencies and educators 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 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 University of Arkansas 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/.