How Is Public Opinion Measured?

Public opinion is measured via public opinion polls. Polling organizations, advertisers, and politicians conduct opinion polls to measure public support for a variety of issues.

Polls that accurately measure scientific information requires pollsters to follow precise methodology. Polling the wrong group can create inaccurate results, so polling organizations determine a target population before conducting any polls. Many polling organizations use random sampling to ensure that they are polling a variety of people within the target population.

The wording of poll questions can also affect responses to public opinion polls. Polling organizations are careful to use objectively worded questions. Successful polling questions also use language that the polling group understands.