Public Opinion Flashcards
a research survey of public opinion
poll
the researcher/organization conducting the poll
pollster
the individual who takes the poll
respondent
a small group selected by a pollster to represent the most important characteristics of an entire population
sample
a common method used by pollsters to select a representative sample; every individual in the population has an equal probability of being selected as a respondent; the pollster will make a list of all the geographical units in the country, create groups based on population, and then randomly select respondents within each group in proportion to population
probability (random) sampling
respondents are selected at random from a list of ten-digit telephone numbers
national sampling (random digit dialing)
a polling method that is based on randomly selecting respondents immediately after they have voted in an election
exit polling
an error that occurs as a result of a small sample of the population; sampling error = margin of error; it is determined through results of two different survey samples (e.g. 70% approval rating for a politician in sample 1 vs. 65% approval rating for a politician in sample 2; the sampling error is 5% in this case)
sampling error
failure to identify the true distribution of opinion due to the questions being vague or poorly worded
measurement error
when a poll conveys the impression that something is significant to the public, but it is not in reality
illusion of salience
a polling issue that occurs when the sample is not representative of the population being studied; some opinions are overrepresented, while others are underrepresented
selection bias
polling issue that occurs when those who agree to be polled are significantly different from those who refused to take part
non-responsive bias
a polling issue that occurs when those surveyed support an individual, party group, etc. because it appears to be successful at that moment or will be successful in the future
bandwagon effect
a polling issue in which questions are designed to shape respondents’ opinions
push polling
a direct political process that allows the public to petition the government to discuss/debate a specific issue (agenda initiative) or initiate a popular vote on a specific proposal, law, or amendment (referendum initiative); these processes are used at the local level
initiative