Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 25 February 2021

Abstract and Keywords

Using the example of Ohio and its media markets, this chapter discusses the geographic distribution of respondents resulting from alternative sampling schemes. Traditional survey research designs for gathering information on voter attitudes and behavior usually ignore variability in context in favor of representation of a target population. When sample sizes are large, these polls also provide reasonably accurate estimates for focal subgroups of the electoral population. As the examples here show, conventional polls frequently lack the variations in geographic context likely to matter most to understanding social environments and the interdependence among voters, limiting variation on such continua as urban and rural, economic equality and inequality, occupational differences, exposure to physical environmental conditions, and a variety of other factors that exhibit spatial variation. The chapter calls for more surveys that represent exposure to a broader range of social and physical environments than researchers have produced up to now.

Keywords: survey research, sampling schemes, sample size, polls, Ohio, social environments, voters

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.