PROBLEM REDUCIRANOSTI OSNOVNOGA SKUPA U ISTRAŽIVANJIMA JAVNOGA MNIJENJA TEHNIKOM TELEFONSKOG ANKETIRANJA
THE POPULATION REDUCTION PROBLEM IN PUBLIC OPINION RESEARCH BY TELEPHONE POLLS

Summary/Abstract: The paper analyses the possible influence of population reduction on the validity of public opinion research by means of telephone polls. The results of the analysis indicate in the first place that in our circumstances the owners of telephones are on average more educated, of higher material status and considerably more interested in political events than people without telephones, while on the level of political attitudes they are significantly more critical towards the global social situation, ruling party and generally those in power. However, in accordance with the results of the analyses conducted, at the level of the current prevalence of households with telephone connections, these differences should not significantly decrease the validity of telephone polls’ results with regard to those obtained in household research of public opinion. Especially after applying the usual procedures of weighting results, used for correcting the representative quality of completed research samples. Nevertheless, apart from reducing the population, the telephone poll technique has some other faults in comparison to questionnaires conducted on the spot, but it also has some indisputable advantages. Therefore, only a comparative analysis of the validity of results of both household research and telephone polls could show to what extent the telephone poll, in our circumstances, is truly an applicable technique of public opinion research.

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