Public Opinion Research—An Opportunity for Political Parties

The purpose of this paper is to describe how public opinion research can aid political parties in adopting sound policies and wise courses of action. In view of the crisis brought to a climax by events in Korea, the analysis is confined to how current public opinion research can be used immediately and to how public opinion methodology can be adapted now for more extensive practical application. In addition, since public opinion research throws into focus the critical problems facing political parties, certain of these problems are noted to show the limitations of public opinion research as it can now be used. Before the 1948 polling difficulties, research in the form of questionnaires showed that politicians had a high regard for public opinion polls. Although apparently no comparable research has been conducted since then on their attitude toward polls, statements of individual politicians have shown that polls have dropped sharply in prestige. At present, public opinion research techniques are perhaps undervalued, as they were once overvalued. There is a primary misconception about polls which has been fostered in part by the pollsters themselves. Polls are not accurate to a percentage point or within an artificial “margin of error” under certain circumstances.