lecture04_publicopinion

lecture04_publicopinion - Learning Objectives After this...

Info icon This 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.
Image of page 1

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

View Full Document Right 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:
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
Image of page 3

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

View Full Document Right 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
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”)
Image of page 5

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

View Full Document Right Arrow Icon
6 a) In response to survey questions: (1) Not an exhaustive search
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern