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Show A IB Green Sheet Publication THE GREEN SHEET Thursday, October 9, 1986 Jones Proves It Pays To Know What People Think by Helen Glissmeyer Green Sheet Staff Writer "I don't have to take all your blood to tell what kind it says Dan Jones, explaining his method of sampling public opinion. is' SALT LAKE. What is Utahs favorite ice cream? Why do tourists come to our state? Who will likely be elected to congress? How do Utahns like the new tax laws? , Dan Jones knows the answers to these and countless other questions. He and his associates do survey research to feel the pulse of Utahns on hot political issues as well cooler concerns. Since June the Jones group has taken 1800 interviews on just one subject They probed visitors at 16 different sites such as Bryce Canyon and Zion Canyon, Lake Powell and Dinosaurland, Temple Square. Now they can tell the U.S. Travel Council, the state of Utah and the Hotel Assn, why tourists come to Utah, what they enjoy most and how long they stay. The outcome of the survey will be published within a month. alone--touris- predict who was going to win the governorship between J. Bracken Lee and Bruce Jenkins. So Jones was off and running. He still remembers the sage counsel of Peel, who had been director of the U.S. Census in 1950: If you dont do every step properly, you will get error. If certain steps are not taken in order, you will come up with the wrong answer. And what are these steps? First, Jones meets with the client to learn the objectives, such as, why people shop in malls. Next he decides what area the survey is to be taken, like Salt Lake or Provo, etc. The third step is methodology, or how to collect the facts-persocontact, intercept (on the spot) or telephone. From the objectives a questionnaire is then written. This is the most difficult part, to come up with effective questions. They should be unbiased, not lead the person, but still furnish accurate results. d on a Questions are small group, then interviewers are recruited from a nucleus of employees and trained. They ask questions in front of a movie camera to critique themselves on video. After the data collection (tracking) comes a verification of the work, a spot check that the interview actually was done. Now comes the coding of the interview for the computer and the print-ou- t. Finally, the report to the client. Jones says when the results come clicking out of the printer, he and his eight technical staff members are so elated, there is alsmost a party atmosphere. The largest percentage of the surveys are conducted on the telephone for marketinginterests. He finds that the big percentage of advertising is geared toward work- - ing women age 18 to 49 because 53 percent of women work full or part-tim- e. Right now education is the most provocative issue because 46 percent of families in Utah have children in school. Future survey questions will be sloping toward skiers and their reasons for choosing our snowy state. The more research I do, the more respect I have for people, Jones remarked. He does admit that some people can be irate. We get blamed for a policy when we just measure it, he says. When the Jones firm queried about the seat belt legislation, they often heard, The government doesnt have the right to tell me to wear a seat belt. The speed limit also seems to incite controver sy. Interviewers smile at some answers. When one woman was asked, Do She replied, you like Medicare? Ive never tried it, but a friend did and she lost 20 pounds. When researchers ask, What do you think about so and so, they often hear, I dont know, my husband isnt home. Dan Jones not only is responsible for the surveys, his staff and office at 448 E. 4th South, but also is an adjunct professor at the University of Utah. He received a Ph.D in political nal ''Politicians should not live by the polls or they will die by the polls." Dan Jones County commissioners asked the to prioritize community sevices to help make needed cutbacks with the least pain. Because there is just so much money available, commissioners want to know: Where do you want the What services money spent? could you do without? A Holladay resident, Jones says, Many people feel that those in office have no regard for peoples feelings. This is not accurate. Theyare extremely concerned about how the dollar Is being spent. A few years ago Jones did a survey on the favorite ice cream of Utahns. Can you guess? Right, it was chocolate. Jones says we are real chocolate lovers. In a political contest, Jones gets a population viewpoint for all areas so it is truly representative. A large sample on the east side of the city would get all Republicans. Central City or the west side would come up with Democrats. So he polls all sections. But he obtains only one viewpoint per family. He says, I dont have to take all your blood to tell what kind it is. Political polls are the most of all, he thinks. So the next few weeks until the election should be a tracking good time. He warns that politicians should not live by the polls or they will die by the polls. How did Jones get into survey Jones firm pre-teste- research? Back in 1968 while he was a political science student at the University of Utah, his professor, Roy V. Peel, challenged Jones to Dan Jones "The more research I do, the more respect I have for people," notes Dan Jones, pointing out, however, that sometimes SANDY 562-190- 0 9205 So. 700 East "We get blamed for a policy when we just measure it." - Dan Jones IVE LOOKED AROUND, AND I'M CONFIDENT THAT LIBERTY GIVES ME THE BEST PROTECTION FOR THE RIGHT PRICE!' 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Though his business is extremely stressful, Jones says, I have never been bored. It is obvious that this is not just the basic job. But then, what is basic?, he asks. Hell soon be coming up with research about that, too. |