5. Public opinion is:
(1) Collective political beliefs and attitudes,
(2) of the public, or groups within the public,
(3) on matters important to government.
6.
7.
8. Salience
Issue’s important to a person or public
Stability
Are issues likely to stay the same or change?
Direction
Does public favor or oppose issue? (agree or disagree)
Intensity
How strongly do people feel about issues?
47. Ambiguous Questions
Questions that are not clearly defined
What is your income? How many children?
Leading Questions
Choose response because researcher expects it
Don’t you think that global warming is a serious
environmental problem?
Word Choice
Helping “the needy” vs. “those on welfare”
“Going toWar” vs. “FightingTerrorism”