Random sampling of raw public opinion.
Sample size
Typically a few thousand. Due to the statistical properties of random sampling, the accuracy of the poll is independent of the size of the population. A sample size of a few thousand is plenty for practically any size population.
Examples
- Gallup poll
- Most polls.
PROs
- Extremely accurate.
CONs
- Taps raw, debilitated public opinion based on a casual impression of sound bites and headlines.
- Results can be manipulated by the media by taking care in how the issue is presented to the public.