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What do the American people think? How do we know what the American people think?. Political Socialization the process of obtaining political ideologies, viewpoints and opinions Influenced by . . . Family School Occupation, race, gender, place of residence (specific issues). - PowerPoint PPT Presentation
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Opinion and Polling
Opinion and Polling
What do the American people think?
How do we know what the American people think?
Opinion and Polling
Political Socialization• the process of obtaining political
ideologies, viewpoints and opinions• Influenced by . . .
Family School Occupation, race, gender, place of
residence (specific issues)
Opinion and Polling
Political Socialization• Influenced by . . .
Family School Occupation, race, gender, place of
residence (specific issues) Mass media Peer groups Opinion leaders Historic events
Opinion and Polling
Opinion Polling
Opinion and Polling
Opinion and Polling
Opinion and PollingI. Straw Poll
A. UnscientificB. Relies on asking a large number of peopleC. Respondents are self-selected (not
random)
Opinion and PollingII. Scientific Polling
A. Define the universe – the population that the poll aims to measure
Opinion and Polling
Opinion and PollingII. Scientific Polling
A. Define the universe – the population that the poll aims to measure
B. Constructing a sample (random sample) – universe too large to ask everyone
1. All members of the universe have an equal chance of being interviewed
2. Usually 1,000 – 1,500 people (law of probability)
3. + or – 3% margin of error
Opinion and PollingII. Scientific Polling
C. Prepare valid questions1. Phrasing
Opinion and Polling“Should taxes be increased?”
“Should taxes be increased in order to expand the police force in order to stem the rising tide of violence in our city?”
Opinion and PollingII. Scientific Polling
C. Prepare valid questions1. Phrasing2. Bias
Opinion and Polling“The right of a woman to terminate her pregnancy should be protected.”
“The right of a woman to murder the unborn child in her womb should be protected.”
Opinion and PollingII. Scientific Polling
C. Prepare valid questions1. Phrasing2. Bias
D. Interview respondents1. By phone = more cost effective2. Interviewer
a. Toneb. Emphasisc. Accent / dialect
Opinion and PollingII. Scientific Polling
E. Analyze findings1. Interpretation (subjective)2. computerization