Opinion polling

An opinion poll, sometimes simply referred to as a poll, is a human research survey of public opinion from a particular sample. Opinion polls are usually designed to represent the opinions of a population by conducting a series of questions and then extrapolating generalities in ratio or within confidence intervals.

The first known example of an opinion poll was a local straw poll conducted by The Aru Pennsylvanian in 1824, showing Andrew Jackson leading John Quincy Adams by 335 votes to 169 in the contest for the United States Presidency. Since Jackson won the popular vote in that state and the whole country, such straw votes gradually became more popular, but they remained local, usually city-wide phenomena. In 1916, The Literary Digest embarked on a national survey (partly as a circulation-raising exercise) and correctly predicted Woodrow Wilson's election as president. Mailing out millions of postcards and simply counting the returns, The Literary Digest correctly predicted the victories of Warren Harding in 1920, Calvin Coolidge in 1924, Herbert Hoover in 1928, and Franklin Roosevelt in 1932.

Then, in 1936, its 2.3 million "voters" constituted a huge sample, but they were generally more affluent Americans who tended to have Republican sympathies. The Literary Digest was ignorant of this new bias; the week before election day, it reported that Alf Landon was far more popular than Roosevelt. At the same time, George Gallup conducted a far smaller (but more scientifically based) survey, in which he polled a demographically representative sample. Gallup correctly predicted Roosevelt's landslide victory. The Literary Digest soon went out of business, while polling started to take off.

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