Feb. 21, 2007

How many times have you leafed through a magazine and, in spotting a quiz or survey accompanying an article, scrounged for a pen to participate? Or perhaps you notice results of a poll and compare your view with the results?

Doing that online is much easier.

Much can be learned by checking the pulse of an audience. With this column, we often match a question with a topic, so we can see how you feel about it. In fact, regarding polls in general, nearly 9 of 10 people say they often cast a vote or vote and return to see the results (in our Inside MSN poll, 61 percent of about 8,200 users voted; 31 percent clicked to see the results, but never cast a vote.

While informal Web votes matched to a topic can be informative, much can be learned when methodology is more controlled. To do that, MSN has entered a year-long alliance with Zogby International, the famed polling and market research company.

Each month, MSN editors assemble questions on varied subjects designed to "tap into what Americans are thinking about issues that are timely and interesting," says Mike Harms, editorial director who oversees about a dozen MSN content channels.

Zogby then picks a random sample from a national audience and asks people via e-mail to participate. 

In January, questions ranged from attitudes on holidays to genetic selection. Already a few stories have been produced from the results:

Grammys: Will you watch?

More Americans going without health care

Designer babies: Is it OK to pick and choose your child’s genetic traits

Several others are in the works, including impressions on poverty, dining out, green cars and St. Patrick's Day.

One execution, on perceptions about Black History Month, for instance, was designed to foster deeper understanding and interaction. The process starts with the question being posed to the Zogby audience. The results are then interpreted by the pollsters, and the writer develops the story through reporting and analysis. To extend the discussion online, Web producers create a fresh poll that allows the MSN audience to vote on the same questions, monitor the online results and participate in a message board. Slideshows of notable African-Americans supplement this particular presentation.

We think this comprehensive look at an issue, spurred by a poll, is an approach that allows you to be a bigger part of MSN content, which is what Brett, of Lincoln, Neb., must have had in mind when he wrote recently, "More polls! It's always nice to voice your opinion and know how others feel."

Similarly, Jim, of Corbin, Ky., is a big fan of weighing in: "I enjoy your site. It is my home page. I would like to see a section dedicated to nothing but polls, a lot of them, on many various topics from news to sports, dating to legal issues, sex to work topics, etc."

Coming your way, Jim. Anyone who would like to volunteer for future polls, visit the interactive signup at Zogby.

In fact, we're always looking for your input. Currently, the MSN Lifestyle channel editors welcome your input on those sections. Take the survey.

We also recognize that you watch us carefully and expect fairness. Gregg, of Prescott, Wis., says, "I love your polls, but, please try not to word/slant them to your desired result. Try to be more black-and-white with your question selection."

As campaign season heats up, MSN.com and news partner MSNBC.com are aware of the need to fairly word polls. Along the way, we hope you participate and give us feedback.

We try to use be exact when wording questions, though the nuance of language can't always remove nuanced interpretation. When it comes to an Oscar vote, for instance, some people's votes might change with various wording:

Who do you think will win the Oscar for best picture?
Who deserves to win the Oscar for best picture?
Who do you want to win the Oscar for best picture?

Stop by our 79th annual Academy Awards section; click on "make picks now" to cast your vote on who you think will carry home the hardware Sunday.