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A psychometric scale commonly involved in research that employs questionnaires. It is the most widely used approach to scaling responses in survey research, allowing respondents to express their level of agreement or disagreement on a symmetric agree-disagree scale. The significance is in measuring public opinion in a nuanced way, potentially revealing the intensity of respondents' feelings towards political topics.

A method of selecting a sample from a statistical population in a way that every possible sample has a predetermined probability of being selected. The significance is that it helps to ensure the representativeness of the sample, which is crucial for the credibility and generalizability of the poll's results in political communication.

The process by which individuals learn and frequently internalize a political lens framing their perceptions of how power is arranged and how the world around them is (and should be) organized. It is significant to polling because individuals' political allegiances and opinions are often influenced by socialization factors, which subsequently affect responses in public opinion polls.

A style of political reporting and campaign coverage that focuses on polling data, public perception, and differences between candidates rather than on policy issues. Its significance lies in shaping public perception of political contests as competitive races, which can influence the importance placed on poll standings rather than substantive discussions on policy matters.

A statistic expressing the amount of random sampling error in a survey's results. It is usually represented as a plus or minus figure, indicating the range within which the true value lies with a certain level of confidence. The significance of the margin of error is in understanding the precision of polling results and in responsible reporting of survey data in political communication.

A controversial and often deceptive polling technique in which a survey is actually a political campaign in disguise. The objective is to sway voters under the guise of conducting a poll by presenting them with negative or biased information about an opponent. Its significance lies in its use as a political weapon, rather than a tool for gauging public opinion accurately.

The rate at which participants in a sample respond to a survey. A low response rate can lead to nonresponse bias and is significant in assessing the validity of a poll since it may indicate the extent to which the sample is representative of the population.

A bias in which certain elements of the population are systematically more likely to be selected for the sample than others. This can skew polling results and misrepresent the actual opinion of the population, which is significant because it can misinform political campaigns and public discourse.

Statistical data relating to specific population groups (e.g., age, race, gender, income) within a society. Demographics are significant in political communication because they help to segment and understand different subsets of the population, allowing more targeted and effective political messaging.