1. Ch. 6 Public Opinion and Socialization
AP U.S. government

2. Public Opinion and Political Socialization
Consensus- general agreement on an issue
Divisive Opinion- sharply divided
Political Socialization-process by which individuals acquire political beliefs and attitudes
Family and social environment
Education
Peers
Opinion leaders’ influence
Media
Influence of political events
Generational effect

3. Political Preferences and Voting Behavior
Demographic influences
Education
Economic status
Religious influence
Race and ethnicity
Gender
Geographic region
Election-Specific factors
Party identification
Perception of Candidates
Issue Preferences

4. Measuring Public Opinion
Opinion polls- method of systematically questioning a small sample of responders who represent total pop.
Straw polls- unofficial poll indicating trends

5. Sampling Techniques
Representative sampling- to accurately predict the whole based on only a sample, the sample must be representative
Random sample- representative within the stated margin of error… for a poll to be random, every person in the defined pop. has to have an equal chance of being selected
Quota sampling- researchers decide how many persons of certain types they need in a survey and then send out interviewers to find the necessary number

6. Problems with Polls
Margin of error- if it is greater than the difference between two candidates, the poll can not indicate a leader
Length of time- polls are only accurate for the time frame when they were conducted
Sampling errors- difference between a sample’s results and the true result if the entire pop. had been polled
Poll questions- yes/no answers are a problem if the issue admits shades of gray
Push polls- attempt to spread negative statements about a candidate by posing as a polltaker
Telephone polls- fewer want to participate
Internet polls- random?