Public opinion polling is a scientific and representative research aimed at extracting and measuring the attitudes of a certain group – for example. attitudes of voters of a certain country (for political research), attitudes of parents or market participants.
There are two basic characteristics of scientific research:
- Respondents are selected by the research organization according to certain criteria to ensure representativeness or will be done randomly
- The balance of the test. For example, if the selected population has 52% women, and among them 30% are older than 55 years, then scientific research will present these two groups in a credible way, and the questions will be balanced and will not lead the respondent to a specific answer.