Essex Summer School in
Social Science Data Analysis

Joe Twyman

Joe Twyman holds a BA in politics from the University of Sheffield and, after developing internet research for Research Services Limited (now Ipsos-MORI) became one of the founding directors of YouGov in 2000 with responsibility for building the company’s online research operations.

Joe now concentrates specifically on political research along with full-system ad-hoc solutions for major quantitative projects in both the UK and Middle East. He has worked with a host of different clients on a wide range of subjects, spoken at conferences across the world and has been a project director for the 2001, 2005 and 2010 British Election Studies. He has co-ordinated election studies in countries beginning with the letters A, B, C, U and I (hoping to complete the alphabet by the time he retires) and is a lecturer in research methods at the University of Essex Summer School in Social Science Data Analysis and Collection.

Joe is the author of Getting it Right: YouGov and Online Survey Research, published in a special edition of the Journal of Elections, Public Opinion, and Parties. He is also co-author (with David Sanders, Harold Clarke, Marianne Stewart and Paul Whitely) of The 2001 British Election Study Internet Poll: a Methodological Experiment published in the Journal of Political Marketing and (with Harold Clarke, Allan Kornberg and Thomas Scotto) Flawless Campaign, Fragile Victory: Voting in Canada's 2006 Federal Election published in PS: Political Science and Politics.

Throughout the 2010 UK general election campaign Joe regularly provided expert analysis for both the national and international media including appearances on BBC television and radio, ITN, Reuters, Bloomberg, GMTV and CNBC.On election night he was the on-screen analyst for CNN’s live broadcast.

1Q Introduction to Survey Design

Joe Twyman, YouGov
9 - 20 July (one week course / 35 hrs)

Detailed Course Outline [PDF]

Course Content

This course focuses on an introduction to the practical elements of quantitative survey research, encompassing survey design, questionnaire development, sample design, data collection, using SPSS, data preparation, data analysis and the presentation of results.
There will be explanations of the general theories, but the main focus of the course will be on the practical considerations likely to be faced by those involved in the process.
The approaches taken and techniques employed to ensure that all stages of the research process run smoothly, accurately and efficiently will be explored, along with examples of best practice. What problems can (and sometimes do) occur and how you can either prevent them or overcome them will also be investigated. A combination of formal lectures, class exercises and group work will be employed during the ten days. Actual data drawn from the archives of YouGov will be used throughout, covering a diverse range of subjects from electoral choice to sexual fantasies.
The course will culminate in a simulated project where participants will be responsible for conducting each stage of the research process for a fictitious client and presenting their findings to the group.

Course Objectives

The course is aimed at an introductory level, to build the right foundations for anyone who is looking to conduct, commission or analyse quantitative research.
It is designed to be of particular use for participants who are looking to get the best out of working WITH the market research industry. It will also be of benefit to those participants hoping to work IN the market research industry.

Course Prerequisites

As an introductory level course, no prior experience of conducting quantitative research is required. Some familiarity with Microsoft Excel, Microsoft Word and Microsoft Powerpoint is recommended, but is not essential.

Suggested Advance Reading

Ben Goldacre, The Guardian, Saturday 16 October 2010
Lisa Evans, The Guardian, Wednesday 17 November 2010

Reading

Although there are no set texts for this course, participants may be interested in the following as further reading:

Buckingham, A. and P. Saunders. 2004. The Survey Methods Workbook. Polity Press Limited.

Czaja, R. and J. Blair. 2005. Designing Surveys. Pine Forge Press.

Fowler, F. J., Jr. 1995. Improving Survey Questions. Sage Publications.

Field, A. 2005. Discovering Statistics Using SPSS. Sage Publications.

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