opinion and polling. what do the american people think? how do we know what the american people...
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Opinion and Polling
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Opinion and Polling
What do the American people think?
How do we know what the American people think?
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Opinion and Polling
What does America look like?
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Opinion and Polling
A nation of immigrants . . .
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Opinion and Polling
Immigration Wave #1 (late 1800s): Northwest Europe
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Opinion and Polling
Immigration Wave #2 (late 1800s / early 1900s): Southern / Eastern Europe
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Opinion and Polling
Immigration Wave #3 (recent decades): Hispanics and Asians
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Opinion and Polling
Diverse in many ways . . .
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Opinion and Polling
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Opinion and Polling
Until recently, which group has been the largest minority group?
According to the 2000 census, which group has surpassed African Americans in number?
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Opinion and Polling
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Opinion and Polling
Which ethnic group has been called “the super-achievers of the minority majority”?
Which ethnic group is the worst off in America today?
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Opinion and Polling
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Opinion and Polling
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Opinion and Polling
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Opinion and Polling
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Opinion and Polling
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Opinion and Polling
Political Socialization• the process of obtaining political
ideologies, viewpoints and opinions• Influenced by . . .
Family Media School
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Opinion and Polling
Political Socialization• Correlates to
Geography Religion Urban / suburban / rural Race
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Opinion and Polling
Opinion Polling
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Opinion and Polling
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Opinion and Polling
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Opinion and Polling
I. Straw PollA. UnscientificB. Relies on asking a large number of peopleC. Respondents are self-selected (not
random)
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Opinion and Polling
II. Scientific PollingA. Define the universe – the population that
the poll aims to measure
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Opinion and Polling
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Opinion and Polling
II. Scientific PollingA. Define the universe – the population that
the poll aims to measureB. Constructing a sample (random sample) –
universe too large to ask everyone1. All members of the universe have an
equal chance of being interviewed2. Usually 1,000 – 1,500 people (law of
probability)3. + or – 3% margin of error
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Opinion and Polling
II. Scientific PollingC. Prepare valid questions
1. Phrasing
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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?”
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Opinion and Polling
II. Scientific PollingC. Prepare valid questions
1. Phrasing2. Bias
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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.”
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Opinion and Polling
II. Scientific PollingC. Prepare valid questions
1. Phrasing2. Bias
D. Interview respondents1. By phone = more cost effective2. Interviewer
a. Toneb. Emphasisc. Accent / dialect
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Opinion and Polling
II. Scientific PollingE. Analyze findings
1. Interpretation (subjective)2. computerization