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Course List

Measuring Public Opinion

  • Course Code :
    PMM 306
  • Level :
    Undergraduate
  • Course Hours :
    3.00 Hours
  • Department :
    Department of Political Mass Media

Instructor information :

Area of Study :

Political systems that represent their citizens usually move forward through the public consent and approval of their performance. Such consent is measured through different means that include public opinion polls. This course equip students with the different skills involved in the process of measuring public opinion and the means through which polls are conducted, questions formed, results processed, and more. Course Goals: • Explain different public opinion research methodologies. • Explore the public opinion research process in terms of issue selection criteria, methodology application and the results dissemination. • Evaluate the effect of cultural and technological determinants on public opinion research approaches. • Apply ethical and professional values of conducting public opinion research. • Investigate the effects of question wording and order on survey results. • Work in teams.

For further information :

Measuring Public Opinion

Political systems that represent their citizens usually move forward through the public consent and approval of their performance. Such consent is measured through different means that include public opinion polls. This course equip students with the different skills involved in the process of measuring public opinion and the means through which polls are conducted, questions formed, results processed, and more.

For further information :

Measuring Public Opinion

Course outcomes:

a. Knowledge and Understanding:

1- Identify the process of conducting public opinion polls.
2- Recognize how cultural and technological conditions affect public opinion research.

b. Intellectual Skills:

1- Interpret opinion poll results.
2- Judge the effectiveness of opinion polls.
3- Assess the impact of the ruling regimes on the freedom of research and press.
4- Evaluate public opinion research processes in terms of issue selection criteria, methodology application and result’s dissemination.

c. Professional and Practical Skills:

1- Conduct accurate opinion polls.
2- Conduct interviews and focus groups.
3- Apply ethical and professional values of conducting public opinion research.
4- Prepare effective public opinion surveys.

d. General and Transferable Skills:

1- Use computers and the Internet.
2- Work in a team environment.
3- Translate to and from other languages.
4- Apply practical and professional problem solving skills.

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Measuring Public Opinion

Course topics and contents:

Topic No. of hours Lecture Tutorial/Practical
Introduction and syllabus - What is Public Opinion? 3 1
Case Studies: People Speak up and Government Reacts 3 1
The "New Referendum" - Revision 3 1
Final Exam 1
Measuring Public Opinion - Practical: Developing a research plan 9 3
Survey Research - Practical: Writing and conducting public opinion survey 6 2
Midterm 1
Organizing Public Opinion Party identification Ideology - Workshop: Using Minitab 3 1
Sources of Public Opinion: Political Socialization 3 1
The Mass Media and Public Opinion 3 1
Practical: presenting public opinion research results 3 1
Public Opinion Today 3 1

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Measuring Public Opinion

Teaching And Learning Methodologies:

Teaching and learning methods
Data show and computer in lectures
Lectures by instructor
MiniTab tutorials
Group discussion
Group project
Group Presentation

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Measuring Public Opinion

Course Assessment :

Methods of assessment Relative weight % Week No. Assess What

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Measuring Public Opinion

Books:

Book Author Publisher
Public Opinion (by Carroll) Carroll J. Glynn Westview
The News and Public Opinion Media Effects on Civic Life Max McCombs , R.Lance Holbert Polity

Recommended books :

George H. Gallup, A Guide to Public Opinion Polls, Princeton University Press, 1948 Herbert Asher, Polling and the Public: What Every citizen Should Know, Washington DC: CQ Press, 2010

Periodicals :

Rene Brink, Agnieszka Rusinowska," Measuring Power and Satisfaction in Societies with Opinion Leaders: Dictator and Opinion Leader Properties," Homo Oeconomicus, 28, 1/2, pp. 161-185, 2011

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