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16 Cards in this Set

  • Front
  • Back
What the public thinks about a particular issue or set of issues at any point in time
Public opinion
Interviews or surveys with samples of citizens that are used to estimate the feelings and beliefs of the entire population
Public opinion polls
Unscientific surveys used to gauge public opinion on a variety of issues and policies
Straw polls
The process through which an individual acquires particular political orientations; the learning process by which people acquire their political beliefs and values
Political socialization
A method of poll selection that gives each person in a group the same chance of being selected
Random sampling
A variation of random sampling; census data are used to divide the country into four sampling regions. Set of counties and standard metropolitan statistical areas are then randomly selected in proportion to the total national population.

Which of the following types of polls is most likely to accurately predict the outcome of a presidential election? Stratified Poll
Stratified sampling
Telephone polls with an interior motive. Polls taken for the purpose of providing information in an opponent that would lead respondants to vote against that candidate.
Push polls
Continuous surveys that enable a campaign to chart its daily rise or fall in support
Tracking polls
Polls conducted at selected polling places on election day. Question you right when your leaving.
Exit polls
A measure of the accuracy of a public opinion poll.

the difference between the actual universe to be sampled and the people actually sampled (polled).
Sampling error or margin of error
______ concern: government could easily manipulate public opinion.
Public opinion polling did not begin to develop until the 1930s.
- Spurred on by ______ Public Opinion (1922)
- American journalist. He cofounded (1914) the weekly New Republic and won a Pulitzer Prize in 1958 and 1962.
Walter Lippmann
Founder of modern day polling. Gallop organization. American public-opinion analyst. Through his techniques of polling the public, he accurately predicted the outcome of the 1936 presidential election. Gallup polls have been used regularly ever since.
- The Success of the Gallup Poll in Presidential Elections, 1936-2004.
George Gallop
Magazine that had predicted the (3) previous presidential elections

Earlier straw polls used to measure public opinion. Had three fatal factors:

- Its sample was drawn from telephone directories and lists of automobile owners
- Timing
- Self-election. Only highly motivated people sent back the cards
Literary Digest 1936 poll
- Family
- Mass Media
- School
- Peers
Agents of political socialization
Very low
Public's level of political knowledge
- Determine the content and phrasing the questions
- Selecting the sample
- Contacting respondents
Key phases of polls