ERIC Number: ED111708
Record Type: RIE
Publication Date: 1975-Apr
Reference Count: 0
Political Learning During a Campaign: Micro- and Macro-Analytic Research Techniques.
Graber, Doris A.
Research techniques for measuring political learning during a campaign are examined. Micro-analytic techniques involve intensive analysis of individuals. Large amounts of data on the psychological and sociological settings of subjects are gathered, along with information on opinions toward past and emerging political situations. Macro-analytic techniques sample large sections of the general population and usually take the form of national or subnational opinion polls. Prior to the measurement of any changing attitudes, it is necessary to first establish a knowledge base of currently held opinions and attitudes. The advantage of macro-techniques is that they produce a wide range of standardizable data about voting behavior, political opinions, and attitudes towards the system. The disadvantage is that they record stages in the change process, but are incapable of analyzing the process. The major deterrent to micro-analytic work is that such studies cannot be readily generalized to a national population. However, samples drawn for micro-analytic research are representative of behavioral types and, therefore, offer superior techniques for studying complex learning processes. (Author/DE)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at Annual Meeting of the International Communication Association, Political Communication Division (Chicago, Illinois, April 23-26, 1975)