1. rational ignorance
    • The view that it makes sense to remain
    • relatively uninformed about most policy/political issues, given the enormous
    • effort to keep us closely with even a few topics.
  2. nonattitudes
    • Lack of a stable perspective in
    • response to opinion surveys.
  3. information shortcuts
    Cues about candidates and policies drawn from everyday life.
  4. group think
    • Tend to reinforce one another’s existing
    • prejudices.
  5. mandate
    • Political authority claimed by an election winner as reflecting approval
    • of the people.
  6. survey research
    Scientific measure of popular opinion.
  7. approval rating
    Measure of public support for a political figure or institution
  8. executive order
    Presidential declaration that issues instructions to the executive branch without any requirement for congressional action or approval
  9. policy agenda
    • The issues the public considers important, the media covers, and politicians
    • discuss.
  10. sampling frame
    Types of people they plan to survey.
  11. demographic group
    People share specific factors: age, race, religion, or country of origin
  12. likely voters
    Persons identified as probable voters in an upcoming election
  13. framing effects
    The influence of how a polling question is asked.
  14. weighting
    Pollsters’ method of targeting specific groups of voters by assigning greater or lesser value to responses from those groups.
  15. margin of sampling error
    statistical calculation of how accurate your results are.
  16. response bias
    the tendency of poll respondents to misstate their views
  17. exit polls
    a poll of people leaving a polling place
  18. straw polls
    an unofficial ballot conducted as a test of opinion
  19. benchmark polls
    conducted early in a campaign
  20. focus group
    • discussions with small groups of people conducted by expert moderators,
    • can reveal things more into detail
  21. boomerang effect
    a candidate who believes is doing well performs poorly on Election Day.
  22. underdog effect
    a candidate losing in polls performs better than expected
  23. gender gap
    differences in political opinion between women and men.
  24. political elites
    individuals who control have an influence over public debates.
Card Set