Good sample every member has an equal chance of being

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Good sample = every member has an equal chance of being interviewed o Divide number of individuals by magic number Kansas registered voters: 675,000/384 = 1,758 Margin of error o Percentage that a survey may be off the mark o Acceptable = 3 percentage points o Political race: 56 to 44 with a 5 percentage point margin of error Too close to call Confidence level o Degree of certainty that a survey is accurate o High confidence = 95 accuracy with 5 percentage point margin of error o Some surveys need higher confidence level; lower margin of error is needed Quota sampling
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o Demographics of sample coincide with demographics of whole population o Must survey an accurate cross-section of population Evaluating surveys: AP guidelines o How many people were interviewed? How were they selected? o When was the poll taken? o Who paid for the poll? o What was the sampling error? o How was the poll conducted? o How were the questions worded? What order were they asked? Latter-day straw polls o Straw-poll = respondents select themselves to be polled Unreliable indicator of public opinion o
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  • Fall '10
  • MelissaAlpers-Springer
  • Mass Media, Nielsen Media Research, audience measurement, Confidence Level, percentage point margin

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