How are you going to tailor your letters to different programs? How many letters do they even suggest you get? Are you a graduating undergrad? I'll be working on my thesis next year as a senior (not sure if I'll apply right away to PhD programs), but just want to get my feet wet. Any idea what the norm on these things are?
I'm assuming it'd be a good thing to have at an institution if you're doing public opinion, having a survey instrument at your fingertips would never hurt. I don't think I would choose a school depending on it, but it is a bonus.