Opinion Polls1

Public Opinion Polls

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What is a public opinion poll?

An unbiased public opinion poll refers to a type of survey or inquiry that is designed to measure the public’s opinions or views regarding a certain topic or a series of topics. The information collected through opinion polls can reflect certain attributes of a large population, allowing inferences to be drawn from them. Opinion polls often involve the use of a sample that is drawn to be reflective of the larger population. This allows the inferences made from responses to be generalised to the entire population. People who conduct and analyse opinion polls are generally referred to as pollsters.

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How to conduct an opinion poll?

Setting up a sample

Before conducting a public opinion poll, you must first select and set up a sample. There are many different ways to set up a sample but we will specifically focus on the controlled sample method and area sampling method as they are the most commonly used methods by polling organizations.

  • Controlled Sample

In this method, the sample is set in a controlled manner to ensure that the sample is reflective of the target population. To do so, a variety of units that comprise the entire population are included within the sample. This is done by setting up the sample with an equal percentage of units from different demographic segments (males and females, different age groups, communities, and economic classes) so that the sample is representative of the different groups. 

  • Area Sample

In this method, a cross-section or miniature sample is set up based on the cross-section of the area rather than of people. This sample is set by ensuring that the sum of the areas can represent an accurate miniature model of the population so that their opinions can be generalised to the wider population. 

This method of setting up a sample is more commonly used by researchers and pollsters relative to the controlled sample method as the information required to set up an area sample can be easily acquired through census reports and other accessible sources. 

Phrasing the questions

Once you’ve set up your sample, you must phrase the questions that will be included in your poll. These are some general tips you can follow to phrase questions well so as to yield great results from your poll: 

  1. Avoid Loaded Questions: Ensure that all the questions are neutral as loaded or leading questions will jeopardize the authenticity of poll results. 
  2. Avoid Double-Barreled Questions: Avoid including questions that touch upon more than one issue. 
  3. Keep the Questions Clear and Concise: By keeping the questions clear and concise, you can ensure that they are not misinterpreted. 
  4. Avoid using Jargon or Complicated Terms: Complicated questions fail to connect with the audience and are likely to yield meaningless or untrue responses. Use simple terms that will be easily understood by the audience. 
  5. Test the Poll: It’s a good idea to test the poll before sending it out to the general public. Use any feedback collected to make changes. 

Questions to Ask in an Opinion Poll

The type of questions asked in public opinion polls will differ depending on the topic in focus. However, there are a few different types of questions commonly used in opinion polls: 

    1. Closed Questions: These questions often take the “yes” or “no” format. Such questions are generally used when the public already has an opinion on the issue in question. 
    2. Open-Ended Questions: These questions provide a space to type in or write responses and therefore they allow respondents to freely express their views. Such questions are used when researchers want to identify the different views of the public that exist on a specific issue. 

Multiple Choice Questions: MCQs provide respondents with a predetermined menu of responses, or a checklist, from which an answer can be selected. Such questions are generally used when public opinion on a certain issue falls under just a few different categories. 

Explore all the survey question types possible on Voxco

Explore all the survey question types possible on Voxco

Advantages of Public Opinion Polls

The following are a few key advantages of using public opinion polls as a method of data collection:

  1. Have a Wide Reach: Opinion polls are often conducted online. This provides researchers with an extremely large reach as most of the population has access to the internet.
  2. Fast and Accurate: When conducted using online poll software, opinion polls are fast and accurate. Units of the sample can easily and quickly respond to the poll and the researchers can obtain responses in real-time.

Serves as a Component to Democracy: Opinion polls reflect and reinforce the importance of the opinions of the wider population. It provides the common man with an opportunity to express their opinions and make them count.

Types of Public Opinion Polls

The following are some of the different types of polls used to measure public opinion:

  • Tracking Polls: Surveys that are conducted repeatedly using the same sample group to identify and measure changes in opinion and views over time.
  • Mass Survey: Polls that are conducted by interviewing a large subgroup of the population. 
  • Focus Groups: A group interview that comprises a small number of demographically similar participants for an in-depth group discussion. The researcher brings up a topic or idea to gauge the reactions and opinions on it. The focus group is meant to be representative of the larger population so that their opinions can be generalised to those of the larger population.
  • Opinion Polls: Polls that are conducted by sampling a small subgroup of the population to predict public opinions or attitudes on the issue.
  • Benchmark Polls: Refers to the polls that are taken in a campaign, often right before a candidate announces their bid for office. They provide the campaign with a base for comparison, so candidates can discern any changes in their likelihood to win. 
  • Entrance Polls: A poll that is taken before voters cast their vote at the polling station.
  • Exit Polls: A poll that is taken after voters have cast their vote at the polling station.

 

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See Voxco survey software in action with a Free demo.

FAQs on Public Opinion Polls

 A public opinion poll is a survey or inquiry that is designed to collect information on the public’s views or opinions regarding a certain topic. 

The media can, and often does, largely influence public opinion. We consume media on a daily basis and our views and opinions on different issues are partly influenced by the media we consume on these topics. 

Public opinion is also sometimes referred to as political opinion.

 An opinion leader is an individual or organization that is an expert on a certain issue or topic, and exerts a significant amount of influence within their industry or network. 

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