A public opinion poll describes or explains something about a group of people (for example, the general population, registered voters, or residents of one state) by asking questions to that group and tallying their responses. There is no perfect way to do this, but modern methods are believed by close students of the subject to come closer to the truth than older and less scientific ways of feeling the public pulse.
Polls can also be useful in pointing out what the public doesn’t understand about a policy issue, helping you focus outreach and education efforts or figure out messaging that will resonate with potential advocates for your cause. Polls can also help you track how public perception of a particular policy changes over time, though it is important to remember that even dramatic events may not have an immediate effect on public opinion.
The quality of a poll is directly related to how carefully it was designed and conducted. To make sure you are using reliable information, always ask the following questions:
1. How was the survey conducted?
Random sampling isn’t perfect, so you may want to look for details about how people were chosen and whether they were contacted by telephone, mail, online, or in person. You should also know how large a sample was and whether it included everyone in the survey’s population or a subset, such as only voters or people with certain health problems.
You should also ask whether the poll was conducted before, during, or after a major event that could have affected opinions on the topic. For instance, if a news story about the death of a popular leader or an election was in the air at the time of the poll, that might influence what people said they thought.