Poll Research Center
Purpose of Establishment and Service Orientation
The Center for Public Opinion Research under the Department of Public Affairs at Fo Guang University was established with the following four goals:
1. Providing data that meets academic research standards
There is a significant lack of academic research on eastern Taiwan. The root cause is the absence of systematic and academically standardized data collection in the region, making such research almost impossible. To address this gap, the Center conducts systematic and long-term data collection in Yilan and eastern Taiwan based on social science norms and standard operating procedures. This provides a foundation for both domestic and international academia to conduct more in-depth and extensive studies, and enables students to engage in local concerns through data analysis and research.
2. Collection, analysis, and research of data for government decision-making
In the 21st century, Taiwan faces unprecedented challenges in politics, economy, and society. Government and citizens must collaborate to address public policy issues. Public opinion is increasingly critical for policymaking. To ensure that the voice of the people is effectively and accurately conveyed, standardized social science methods are required.
The Center undertakes commissioned projects from all levels of government, collects high-quality public opinion data across Taiwan, and collaborates with various research institutes within the university (e.g., Political Science, Public Affairs, Sociology, Economics, Information Science, and Futures Studies) to engage in public policy planning, analysis, and evaluation.
3. Collection of general public opinion and market research data
As the only public opinion research institution in eastern Taiwan, the Center not only supports the university's academic research and undertakes commissioned projects from government and academic institutions, but also offers its hardware and software resources to both for-profit and non-profit entities (media outlets, political parties, and businesses) to conduct public opinion and market surveys, thereby serving the broader community.
4. Training students in public opinion research
Due to growing market demand, many for-profit polling companies have emerged in Taiwan. Students with public opinion research skills are in high demand. The Center provides comprehensive training plans, from basic interviewer to supervisor and researcher, equipping students with competitive job market advantages.
Research Focus
Currently, the Center's research and development is concentrated in the following three areas:
1. Integration of academic research in humanities, social sciences, and natural sciences
Though the Center is affiliated with the International Program of the Department of Public Affairs, its research focus is not limited to international and cross-strait issues. Instead, it integrates the research directions of all university departments, covering politics, economics, society, public affairs and policy, communication, education, and information science, to conduct interdisciplinary research.
2. Practical research on Taiwan’s politics, society, economy, business, and public policy
Government policymaking increasingly values public opinion. However, limited resources often restrict surveys to media or market research firms, whose results may lack depth or breadth and have questionable quality.
Grounded in academic theory, the Center addresses practical issues and collaborates with relevant departments to conduct systematic and extensive research on various public issues.
3. Research on local politics and society in eastern Taiwan
Eastern Taiwan has long been overlooked in government policymaking. Fo Guang University, as the first university in Yilan, fulfills local expectations and aims to become a major academic research hub for Yilan, Hualien, and Taitung.
The Center strives to accurately reflect the current and future needs of local politics, society, and culture, providing references for policymaking and promoting balanced regional development.
Organizational Structure and Personnel
The Center is led by a Director and several Deputy Directors, all of whom are full-time professors. In addition, the Center employs full-time researchers and administrative assistants as needed.
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Director: One person, responsible for overall operations. Appointed from the university faculty by the Chair of the Department of Public Affairs and approved by the university president. Currently held by Prof. Sun Yi-Ching.
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Deputy Directors (Co-Principal Investigators): Several, assisting the Director with operations.
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Administrative Staff: Appointed as needed to handle various Center affairs.
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Research Personnel: Includes researchers, research assistants, supervisors, and interviewers. As of now, the Center has recruited and trained 600 telephone interviewers and 20 supervisors.
Hardware and Software Equipment
The Center employs top-tier computer hardware and software for its public opinion research work.
Hardware includes:
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One Acer server
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Three sets of supervisor computers with monitoring and listening systems
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Three research-use computers
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Twenty-four interviewer computer and telephone sets
Software includes:
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The latest Windows version of the CATI (Computer-Assisted Telephone Interviewing) system by Hsuan-Chung Co., which enables scientific sampling, phone number allocation, questionnaire management, monitoring and recording, data processing, and interviewer management.
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SPSS (Statistical Package for Social Sciences) is used for immediate and effective data analysis.
This setup allows for fast, accurate, and representative surveys. For example, a typical phone survey with 1,067 valid responses (under 10 questions) can be completed in 2–3 days, with over 95% confidence level and a margin of error within ±3%.
Recruitment of Interviewers
Since its official operation in November 2001, the Center has trained 600 interviewers and 20 supervisors.
In addition to university students, most interviewers are Yilan County residents, predominantly women, averaging 32 years old, with many holding regular daytime jobs.
Working women were preferred due to their attention to detail, strong social skills, and reliable availability. All interviewers must complete professional training, including understanding survey concepts, interviewing techniques, handling unexpected situations, persuading reluctant respondents, and answering questions confidently.
The Center emphasizes equal opportunity and barrier-free access, leading to a relatively high percentage of interviewers with physical disabilities. Most supervisors are university graduate students or staff, ensuring consistent quality.
Interviewer Training
After passing the initial interview, new interviewers must undergo basic training before being officially employed. Training covers equipment operation, interviewing techniques, key points, and role-playing exercises. Only those who pass the assessment become official interviewers.
Before each project begins, specialized training is provided for that specific survey, including explanations of questionnaire content and special considerations. All first-time participants in a project must attend this training.
Quality Control in Survey Process
1. Monitoring and Viewing System
Two supervisors monitor each interviewer’s calls and screen in real-time using the CATI system. If interviewing errors are detected, supervisors can immediately intervene.
The CATI system also records statistics such as:
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Number of refusals
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Completed interviews
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Unanswered calls
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Invalid numbers
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Average call duration
This helps supervisors monitor interview performance and ensure data quality. If fraud is detected, all data from the offending interviewer will be discarded and new respondents will be surveyed.
2. On-Site Supervision
In addition to remote monitoring, two supervisors patrol the interviewing area to assist interviewers and resolve any issues on the spot.
3. Additional Quality Control Measures
The Center enforces strict rules. Interviewers found engaging in data falsification, leading responses, or any other serious misconduct will be dismissed.
