chapter 11 Flashcards
question wording
The phrasing of a question in a public opinion poll.
question order
The sequencing of questions in public opinion polls.
tracking poll
A survey determining the level of support for a candidate or an issue throughout a campaign.
random digit dialing
The use of telephone numbers randomly generated by computer to select potential survey respondents.
benchmark poll
A survey taken at the beginning of a political campaign in order to gauge support for a candidate and determine which issues are important to voters.
exit poll
A survey conducted outside a polling place in which individuals are asked who or what they just voted for and why.
entrance survey
A poll conducted of people coming to an event.
mass survey
A survey designed to measure the opinions of the population, usually consisting of 1,500 responses.
weighting
A procedure in which the survey is adjusted according to the demographics of the larger population.
sampling error
The margin of error in a poll, which usually is calculated to plusor minus three percentage points.
representative sample
A sample that reflects the demographics of the population.
random selection
A method of choosing all poll respondents in a way that does not over- or underrepresent any group of the population.
sample
A group of individuals from a larger population used to measure public opinion “
focus group
A small group of individuals assembled for a conversation about specific issues.
public opinion
The sum of individual attitudes about government, policies, and issues.
