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This chapter explores the complexities of measuring public opinion, examining various methods employed, including elections, interest groups, the media, and personal contacts. It highlights the significance of public opinion polls as a tool for gathering insights by asking targeted questions. The text also discusses the limitations of straw votes and emphasizes the importance of scientific polling methods, like the Gallup Poll and Harris Survey. Key aspects of the polling process, such as defining the target universe, constructing a representative sampling, preparing unbiased questions, and effectively analyzing the results, are outlined.
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Chapter 8.2 The Measurement of Public Opinion
The Challenge of Measuring Public Opinion • Measurement Through Elections • Measurement Through Interest Groups • Measurement Through the Media • Measurement Through Personal Contacts
Polls • The best measure of public opinion • Public Opinion Poll – A device that collects information about public opinion by asking people questions. • Straw Votes – Highly unreliable • Scientific Polling – Gallup Poll and Harris Survey
The Polling Process • Defining the universe • Constructing a sample • Preparing valid questions – loaded questions • Interviewing • Analyze and report findings
