THE PUBLIC OPINION REFERENDUM
In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 35, Heft 2, S. 220-227
ISSN: 0033-362X
A new technique for gauging PO, designed to complement regular PO surveys, is discussed. The method is based on a refinement of the 'abrometer' areas or 'referendum' approach. 4 countries were selected, each with a record of accurately reflecting the sentiment of its area in the last 4 presidential elections. Election data for each county were carefully analyzed, & this information was then used to select 3 or more small units which, taken together, provided an accurate reflection of the whole county. In this way a referendum becomes manageable & yet produces enough ballots to provide a reliable result for the county. Voters were asked to check questions pro & con certain public issues. The results obtained passed certain tests for present-day representativeness. Both nat'l & regional results of a subsequent survey matched those obtained with the referendum method. It is felt that this technique requires less expertise & is less costly than a regular survey. It can be widely employed to shed light on the public's views on local issues & to illuminate, for the benefit of the representatives of the people, the state of PO on major issues confronting the nation. 2 Tables. Modified HA.