Glossary
Benchmark/Tracking Polls
Polls conducted over time to measure changes in public opinion, often used by campaigns to assess their progress.
Example:
A campaign might use benchmark/tracking polls weekly to see if their new advertisement is improving their candidate's approval ratings.
Closed-ended (questions)
Survey questions that provide a limited set of pre-defined answer choices, such as multiple-choice or Likert scale options.
Example:
A question asking 'Do you approve or disapprove of the President's job performance?' is a closed-ended question.
Cluster Sampling
A sampling technique where the population is divided into clusters (e.g., geographic areas), and then a random sample of entire clusters is selected for the survey.
Example:
For a national survey, researchers might use cluster sampling by randomly selecting 50 counties and then surveying all eligible voters within those chosen counties.
Democracy
A system of government where power is vested in the people, who rule either directly or through freely elected representatives.
Example:
In a democracy, citizens have the right to vote for their leaders, ensuring their voices are heard in governance.
Early indications
Preliminary signs or results, often from polls, that suggest a likely outcome before all data is collected.
Example:
The first few early indications from the exit polls suggested a clear victory for the incumbent.
Entrance/Exit Polls
Surveys conducted on Election Day, either before voters cast their ballots (entrance) or immediately after (exit), to gather information on voter preferences and demographics.
Example:
News channels often use entrance/exit polls to project election winners shortly after voting closes.
Focus Groups
Small groups of individuals brought together to discuss a specific topic in depth, providing qualitative insights rather than broad statistical data.
Example:
Before launching a new product, a company might conduct focus groups to understand consumer reactions and gather detailed feedback.
Influence voter behavior
The impact that various factors, such as media, polls, or campaign messages, have on how individuals decide to vote.
Example:
A last-minute scandal can significantly influence voter behavior, causing a shift in support just before an election.
Leading questions
Survey questions that are phrased in a way that suggests a preferred answer or biases the respondent towards a particular viewpoint.
Example:
Asking 'Don't you agree that the new policy is a disaster?' is a leading question because it implies a negative opinion.
Majority opinion
The viewpoint or belief held by more than half of the people in a given population or group.
Example:
If 55% of students prefer online classes, then online classes represent the majority opinion among the student body.
Mass Surveys
Large-scale surveys designed to quickly gather data from a broad population, often sacrificing depth for breadth.
Example:
An online questionnaire sent to millions of email addresses to gauge general consumer preferences is an example of a mass survey.
Open-ended (questions)
Survey questions that allow respondents to provide free-form, detailed answers in their own words, offering rich qualitative data.
Example:
Asking 'What are your main concerns about the economy?' is an open-ended question that encourages detailed responses.
Opinion Polls
Surveys designed to gauge public attitudes and views on various topics, candidates, or policies.
Example:
Before an election, news organizations often release opinion polls to show which candidate is currently favored by voters.
Political campaigns
Organized efforts by candidates or parties to win elections or promote a specific policy agenda.
Example:
During a political campaign, volunteers might go door-to-door to talk to voters and distribute flyers.
Presidential candidates
Individuals who are running for the office of President of the United States.
Example:
During election season, the debates between the presidential candidates are closely watched by millions.
Public opinion
The collective attitudes and beliefs of a population on a specific issue or set of issues at a given time.
Example:
A survey showing that 70% of Americans support stricter gun control laws reflects the current public opinion on the issue.
Quota Sampling
A non-probability sampling method where researchers select participants based on pre-set quotas to match the demographic characteristics of the population.
Example:
A pollster using quota sampling might aim to interview 50 men and 50 women, ensuring the gender balance of their sample matches the population.
Random Sampling
A polling technique where every individual in the target population has an equal chance of being selected for the survey, ensuring representativeness.
Example:
To get a truly representative sample of students, a school might use random sampling by picking names from a complete student roster.
Sampling Error
The difference between the results of a sample and the true characteristics of the entire population, often expressed as a margin of error.
Example:
If a poll has a 3% sampling error, it means the actual public opinion could be 3 percentage points higher or lower than the reported result.
Shape media narratives
The process by which media coverage influences the prevailing story or interpretation of events, often through selective reporting or emphasis.
Example:
By constantly reporting on a candidate's gaffes, the news can shape media narratives that portray them as incompetent.
Stratified Sampling
A sampling method where the population is divided into relevant subgroups (strata), and then a random sample is drawn from each subgroup in proportion to their size in the population.
Example:
To survey opinions on a new school policy, researchers might use stratified sampling by ensuring they interview a proportional number of freshmen, sophomores, juniors, and seniors.