Opinion research

Public opinion research and market research employ qualitative and quantitative methods to determine dispositions and attitudes of certain target groups. A widely used method is the multiple choice process (multiple selection, voting procedure answers). 

Multiple choice formats offer various pre-formulated answers and assessment possibilities to a question or statement. Selection is made by manually marking the corresponding answer or rating, usually by inserting a cross or ticking or blackening a box preceding one of the answers or ratings with a pencil or ballpoint pen.

Optical mark readers recognize these marks on questionnaires and polarity profiles and pass on the marking coordinates to a PC. The application software interprets the marks that were made, analyzes them and then very quickly and reliably calculates the survey results or queried attitudes. The findings can subsequently be imported directly into databases.