Shaping Public Opinion: Focus Groups and Opinion Polling Analysis

This presentation delves into the concepts of focus groups and opinion polling, exploring their significance in shaping public opinion within the realm of political communication. It examines the methodologies of focus groups, which involve moderated discussions with small groups, and contrasts them with surveys and opinion polls, which gather data from larger audiences. The presentation references key readings by authors such as Braun, Lees-Marshment, and Madigan, providing a theoretical framework for understanding the application of these tools in political marketing and campaign strategy. It highlights the use of both qualitative and quantitative research methods, including tracking polls, benchmark polling, and the analysis of user attitudes and opinions. The presentation also covers contemporary examples and case studies, illustrating the practical application of these techniques in real-world scenarios. The presentation provides a comprehensive overview of how focus groups and opinion polls are used to influence public opinion and inform political strategies.

FOCUS
GROUPS AND
OPINION
POLLING

 Focus group -------a small collection of participants
----- talk over a precise topic, and is commanded by
a skilled moderator.
 A distinctive focus cluster consist of around ten
members and is accompanied over “2-hour stretch
of time- period.
 Contestants are lead over and done with a
unstructured and collaborative discussion which
discloses understandings, strategies as well as
attitudes/opinions around a firm issue or creation.
 Members are selected centered on definite
principles appropriate to the exploratory
requirements of the patrons.
 The arbitrator's analytical questions discover the
approaches of fundamental user attitudes, benefits
and appraisals.
FOCUS
GROUPS

Survey and Opinion Polls
 A survey includes an opinion poll -----directed or easily
reached to a great number of individuals------whose
responses connote the viewpoints and assessments of a
uniformly higher group.
 Surveys ------categorized as quantifiable investigation
which delivers conclusive solutions in the system of
structured accounts: Statistics, procedures, and so
forth.
 Reviews -------- correspondingly take in qualitative
probes.
 Public polling establishments organize polls—entitled as
"tracking polls"—-----in a specific election challenge,
over by way of spaciousness.
 Tasks -----remain influenced by more distinctly
questioning and focus assemblies ----- geared by
messaging, on top of "benchmark polling."

References
Braun, Alexander. (2012). "The role of opinion research in
setting campaign strategy." In Routledge Handbook of
Political Marketing, edited by Jennifer Lees-Marshment, 7-
19. London and New York: Routledge.
Lees-Marshment, Jennifer. (2014). “Political market
research. In Political marketing: Principles and
applications”, 63-91: Routledge.
Macreadie, R. (2019). Public Opinion Polls Retrieved 6
October 2019, from
https://www.researchgate.net/publication/270453761_Publi
c_Opinion_Polls
Madigan, Dee. (2014). "Focussed on Focus groups In The
Hard Sell: The tricks of political advertising”, Ch 4.
Melbourne: Melbourne Univ. Publishing.
RealClearPolitics - 2020 - Latest Polls. (2019). Retrieved 6
October 2019, from
https://www.realclearpolitics.com/epolls/latest_polls/#!

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