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In this video Heimler walks you through Unit 4 topic 5 of the AP Government curriculum which is all about how pollsters measure public opinion.
Polls created according to scientific rigor are the best tools we have for measuring public opinion. Though there is always the possibility for sampling error, most scientific polls produce quantitative data that can then be generalized to the larger public.
And measuring public opinion is important in politics because the better a candidate’s numbers, the more funds they typically raise and the more attention they receive from the media.
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