Measuring Public Opinion Notes

These flashcards cover key vocabulary terms related to measuring public opinion and polling methods discussed in the lecture.

Scientific Poll

A method to measure public opinion through various types of polls such as opinion polls, benchmark polls, tracking polls, and exit polls.

Opinion Poll

Polls that measure public opinion based on various issues.

Benchmark Poll

The first poll taken by a campaign to assess a candidate's strengths, weaknesses, and voter focus before campaigning.

Tracking Poll

Continuous polls used to monitor a candidate's daily rise or decline in support during their campaign.

Exit Poll

Polls conducted as voters leave polling places on election day, aimed at predicting election outcomes and analyzing voter behavior.

Polling Methodology

The precise methods used to conduct polls, including sampling methods and question framing.

Sampling Error

An error that occurs in a poll due to using a sample rather than the whole population.

Margin of Error

The percentage that indicates how much results may vary due to chance variation, commonly ±3%.

Focus Groups

Small groups of citizens gathered to discuss issues or candidates, providing less scientific but deeper insights.

Push Poll

Politically biased campaign information presented as a poll to influence respondents' opinions.

Stratified Sample

A sampling method where the population is divided into subgroups, weighted according to population demographics.

Public Opinion Data

Data that can influence elections and policy debates, collected through various polling methods.

ramdom sample

A sampling technique where participants are randomly selected from the entire population, ensuring each member has an equal chance of being included.

poll neutrality

The principle that polls should be conducted and reported in an unbiased manner, presenting results objectively without favoring one side.