HOW MUCH CAN WE TRUST PUBLIC OPINION POLLS?

Vierasu Timotei ()
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Vierasu Timotei: Faculty of Economic Sciences and Business Administration, Department Marketing, Tourism and International Business, Transilvania University of Braşov

Annals of Faculty of Economics, 2013, vol. 1, issue 1, 1835-1844

Abstract: Peoples trust numbers and likes to give them some significance. Every time we open a newspaper, listen to the radio, watch TV or browse the Internet we'll see some numbers and stats. These numbers can give a brief overview of the world surrounding ourselves and are often used by people or organizations to strengthen their message. Can we trust public opinion poll? Can these polls be manipulated? What method of manipulation can be used to alter the results of these polls? I designed two experiments to see how a person can misinterpret some data and how can a person manipulate a poll to obtain the desired numbers. Experiments are a qualitative market research tool designed to give us an empirical knowledge about the subject we are studying. The objective of this study was to determine whether we can influence subject's voting choices by manipulating their perceptions and their questioners. "Yes Sir" experiment was based on a misleading questioner with a lot of questions that leads the respondent to the desired answer and with formulating the question in such a manner that the respondent feels compelled to give the desired answer. "Fake Poll" experiment is designed to see if previous polls have any influence on voter's intentions and behaviour and is bases on bandwagon effect. The results of these experiments show us that this ways of manipulation works very well and we can influence the way people will vote with a percentage from 3% to 6%.

Keywords: political marketing; marketing experiment; bandwagon effect; polls manipulation; "Yes Sir" experiment; "Fake Poll" experiment (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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