Chapter

Survey Methods, Traditional, Public Opinion Polling

Wiley,

2017

DOI:10.1002/9781118901731.iecrm0245, Dimensions: pub.1092575701,

Affiliations

Organisations

  1. (1) University of Southern Denmark, grid.10825.3e, SDU
  2. (2) University of Copenhagen, grid.5254.6, KU

Countries

Denmark

Continents

Europe

Description

Traditional public opinion polls are surveys in which a random sample of a given population is asked questions about their attitudes, knowledge, or behavior. If conducted properly, the answers from such surveys are approximately representative of the entire population. Traditional public opinion polling is typically based on four different methods of data gathering, or combinations hereof: face‐to‐face, postal surveys, phone surveys, and web surveys. Given that opinion polls are based on a sample, we cannot be sure that the sample reflects public opinion perfectly, however—even if randomness is perfect. Moreover, responses may be highly dependent on the contextual information provided with the question. Also, it may be difficult to capture past or complex causes of attitudes or behavior. In short, surveys are a precise way of measuring public opinion, but they do not come without challenges.

Research Categories

Main Subject Area

Fields of Research

Links & Metrics

NORA University Profiles

University of Southern Denmark

University of Copenhagen

Copenhagen Business School

Dimensions Citation Indicators

Times Cited: 1

Field Citation Ratio (FCR): 0.73