Measuring Public Opinion
Undergraduate: Level 5
Sunday 17 January 2021
Friday 26 March 2021
22 May 2020
Requisites for this module
Public opinion is important. It is important to governments, to political parties, to pressure groups, to pollsters, and to academics in political science as well as many other areas. Public opinion is also interesting. People are more diverse, unpredictable and hard to understand than political parties, trade laws, electoral systems, and so on, and the fickle and elusive nature of public attitudes makes them a challenging butrewarding thing to study.
This module is about how we find out what the public think – about policies, priorities, party leaders, even about each other. Since the sample survey is overwhelmingly the dominant method of measuring public opinion, understanding how to conduct surveys and polls is the basis of the module. It will make it easier to understand the material in other modulesthat draw on survey data, expand the scope of 3rd-year project work, help you in future postgraduate study, and greatly improve your job prospects.
Measuring public opinion is a three-step process.
First, we need to define what exactly we want to measure. What is public opinion and do people care and know enough about politics actually to have opinions and to be able to answer survey questions?
The second step is to collect the data. We follow the stages of designing
and conducting a survey: writing a questionnaire, deciding who should receive it and how, and fielding the survey. Third, we have to process, clean and analyse those data.
GV205 is also a practical course. You will design your own survey, field it (probably on-line), and be able to analyse the data yourselves. You will develop specific skills in programming surveys, using the market-leading software Qualtrics.
Your own survey is also the basis for the second assignment.
The skills thus practised are highly valued by employers, and students taking GV205 will be very well qualified for a range of jobs –notably at opinion polling companies (many of which have strong links with the Department of Government).
The aims of this module are to give students:
- a sophisticated conceptual understanding of public opinion;
- an understanding of how we know what we know about survey methodology;
- a detailed knowledge of the core tenets of survey research: questionnaire design, sampling, fieldwork;
- practical experience of those core tenets;
- an ability to collect and analyse survey data;
- the capacity to follow survey-based research published in leading journals.
The outcomes of this module will be:
- an ability to critically assess claims about public opinion by pollsters, journalists, politicians, family, and so on
- a completed and analysed survey which can be cited as an example of project work
- a CV enhanced with practical skills of questionnaire design and data analysis;
- experience of independent learning based on the project-based assignments
There will be a Moodle site assigned to this module, and all materials –lecture notes, class exercises, datasets, assessment details and requirements, and also some of the readings –will be placed there.Together, the students will decide in Week 16 whether the remainder of the module will be available on Listen Again.
This module runs for the ten weeks of the Spring term, although the final assignment is not due until the beginning of the Summer term. Itwill be delivered with a two-hour weekly seminar that will be live streamed to students off-campus.
For the first eight weeks, this will take place in class room.
In the final two weeks, we will move to an IT Lab.
Throughout, the module will be organised so that students accessing the module online will be able to take part in all activities.
This module does not appear to have a published bibliography.
Assessment items, weightings and deadlines
|Coursework / exam
Module supervisor and teaching staff
Prof Robert Johns, email: email@example.com.
Professor R Johns
Module Supervisor: Professor R Johns - firstname.lastname@example.org / Module Adminstrator: Lewis Olley - email@example.com
Dr Mohammed Rodwan Abouharb
University College London
Available via Moodle
Of 20 hours, 16 (80%) hours available to students:
4 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.
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