Public Opinion

1
Public Opinion

• Supplemental Lecture

2
Public Opinion

• Opinions held by citizens that they are willing
  to express publicly.

3
How is Public Opinion Measured?

• Public opinion surveys (polls)
• Telephone surveys
• Exit polls
• Focus groups

4
Issues With Surveys

• Sample
• Size
• Representative of population (random sample)
• Margin of Error
• 3

5
Factors Decreasing the Accuracy of Surveys

• Differing knowledge levels
• Many people give what they see as the expected
  or socially acceptable response
• The wording of the question can influence
  responses, especially for those people with no
  real opinion on the issue.
• Respondent may not think about answer they are
  giving and might give a different answer if they
  thought out their response.
• Salience people tend to think the most and have
  the strongest opinions about issues that are
  getting a lot of attention in the media.