THE USE OF PUBLIC OPINION POLLS BY POLITICAL PARTY ORGANIZATIONS
In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 18, Heft 1, S. 53-61
ISSN: 0033-362X
Political parties require polls designed for their purposes. Popularity polls not only fail to provide suitable information for planning campaign strategy but may cause inappropriate responses on the part of campaign workers who become overconfident or too discouraged to perform effectively. Analysts attached to a political party must explain away poll results. Sampling methods used by pollsters are generally not adaptable to campaign strategy. Useful information has to be obtained on ward and precinct levels, rather than by usual geographic breakdowns. Voting statistics, supplemented by information on the local level is most useful; supplementary information may be obtained from national and state polls. Specific recommendations are made io improve the utility polls have for planning strategy. Continuous polling between elections would be desirable. To implement this the author recommends setting up a research organization independent of the party, and separately financed. I. F. Lukoff.