Why Do We Do What We Do? A Review of What It Is We Think We Do, Reflections on Why We Do It, and Whether or Not It Does Any Good

In: International journal of public opinion research, Band 9, Heft 1, S. 2-16

Abstract

The duties of public opinion researchers & the utility of public opinion polls are discussed. Although researchers have provided practical definitions of "behavior" & "knowledge," adequate definitions of "opinion," "attitudes," & "values," as they pertain to public opinion research, have not been determined. Consequently, the three terms are differentiated by their respective resiliency toward change: opinions represent the superficial level of the public's consciousness & are easily changed; attitudes are more resilient toward modification; & values are firmly embedded & extremely resistant to change. It is contended that public opinion researchers merely provide systematically & objectively obtained subjective & objective information to the public. Also, public polls are designed to fulfill three distinct functions -- to inform, entertain, & educate the public by presenting the opinions of other individuals. Although controversies concerning the circulation of erroneous polls have convinced several European nations to ban the publication of public polls immediately preceding elections, it is concluded that such practices obstruct the dissemination of the sole objective & systematic form of information available to the public. 17 References. J. W. Parker