Public Opinion - Public Opinion collective attitudes of...

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Public Opinion – collective attitudes of citizens concerning politics and political issues (fairly stable over time) Literary Digest Magazine Poll o Sent out as advertisement; not scientific o Leading public opinion organization in country o Correctly predicted many presidential elections Literary Digest Poll of 1936 o Incorrectly called election of 1936 o 10 million surveys were mailed; only 2.4 million were completed and returned o Why wrong? o They didn’t use a “random” sample since they got names from phone books and car registration books which represented people with more disposable income, therefore it oversampled Republicans o The 2 cent stamp also oversampled republicans bc at this time of economic crisis many people couldn’t afford stamps Random Sampling o Same time as “digest” failure o George Gallup and other young pollsters correctly called 1936 election o Used random sample of 3000 ppl Margin of Error o Should be reported for every survey o Tells you nothing about quality of survey (if it was done right)
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Public Opinion - Public Opinion collective attitudes of...

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