Kevin Weekley
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| Public Opinion | The distribution of individual attitudes toward a particular issue, candidate, or political institution
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| George Gallup | First person to develope public opinion polling
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| Representative Sample | The sample of those interviewed must be a representative of the entire population
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| Random Sampling | Type of polling which gives everyone in the population and equal probability of being selected
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| Respondent's Knowledge | Polls must adjust for people's lies and assumptions
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| Careful and Objective Wording | Pollers should not be asked questions that seek certain answers or limit the answer
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| Straw Poll | Poll that asks television viewers to call in and voice their opinions
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| Sampling Errors | The slight variations in polls that differ from the views of the population as a whole
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| Solid South | Region in the the south between the period of Reconstruction and the 1950's whose populous mainly voted Democrat
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| Political Ideology | Coherent set of values and beliefs about public policy
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| The American Voter | Classic study that investigated the ideological sophistication of the American electorate
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| Ideologues | People who connect their opinions and beliefs to policy positions by candidates and parties; about 12% of the population
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| Group Benifits Voters | People who vote for parties that support the types of groups they belong to, such as labor unions; about 42% of the population
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| Nature of the Times Voters | People who link the time period to parties, which has caused good economy, ect; about 24% of the population
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| No Issue Content | People who vote for reasons not pertaining to ideology or issue
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| Liberal | Disapprove of strong central government
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| Conservative | Believed that the government was best left to political elites
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| Neo-Con | Term that describes the post-Cold War conservative movement
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