lecture04_publicopinion

lecture04_publicopinion - Learning Objectives After this...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Learning Objectives After this lecture, you will be able to: 1. Explain the difference between “opinions” and “attitudes.” 2. Explain the way people answer survey questions, according to the memory-based information-processing model. 3. Describe the RAS model works. 4. Explain why there is uncertainty in all public opinion polls. A. Confidence level. B. Confidence interval 5. Accurately interpret the results of public opinion polls. 6. Identify two potential sources of uncertainty in public opinion polls A. Question wording effects B. Question order effects 7. Explain how to remedy each of both potential sources of uncertainty.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 1. Defining Public Opinion A. Public opinion: The opinions of the public on matters of relevance to the government. 1) Attitude : An enduring tendency to respond in a positive or negative way towards something. a) Examples: (1) Non-political attitude : (2) Political attitude:
Background image of page 2
3 1) Opinion : an imperfect indicator of underlying, unobserved attitudes a) Example (1) Non-political opinion: (2) Political opinion: b) Individuals possess multiple - attitudes about same topic. (1) Example: 2) Public
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 1. Three Views on the Nature of Public Opinion A. Traditional View 1) Most voters possess real opinions (i.e., stable preferences) a) Public policy should reflect those stable preferences. B. Revised View 1) Most voters possess non-attitudes (i.e., unstable preferences) a) Response instability
Background image of page 4
5 A. Current View 1) Memory-based information processing (MBIP) a) Process by which people respond to survey question (1) Retrieving information from memory (a) Hard to accessible (“Back of the head”) (b) Easy to access (“Top of the head”)
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
a) In response to survey questions: (1) Not an exhaustive search (2) Random sample of their attitudes (a) Oversample attitudes from the “top of their head.” (3) Opinion determined by attitudes sampled
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/07/2010 for the course POLI SCI 40 taught by Professor Sch during the Spring '10 term at UCLA.

Page1 / 22

lecture04_publicopinion - Learning Objectives After this...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online