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Abstract
Local administrators need to understand the potential and the problems of using citizen opinion surveys. This paper examines the public opinion monitoring process, with the purpose of increasing administrators’ ability to use public opinion data thoughtfully and responsibly. Topics examined include the objectives of public opinion monitoring, the lessons derived from public opinion research, and practical guidelines for measurement and analysis. Finally, the paper warns against the misuse of opinion measures, and argues that administrators need to balance the use of opinion measures with traditional performance measures.