Install
Public Opinion & Survey Research terms
Pew, Gallup and the craft of asking people what they think.
Likert scale An ordinal rating scale, typically five or seven points, running between two opposite attitudes or opinions. Nonresponse bias Distortion in survey results that occurs when people who decline to participate differ systematically from those who respond. Questionnaire design Writing and structuring survey questions and response options to minimize bias and measure reliably. Response rate The share of people selected for a survey who actually complete it, a key indicator of potential nonresponse bias. Sampling frame The list or source, such as a voter file or address database, from which a survey's respondents are actually drawn. Survey mode effects Systematic differences in how people answer identical questions depending on the survey's mode of delivery. Survey weighting Adjusting survey responses so the sample's demographic makeup matches the target population's known composition.