Same result, different effect The credibility attribution to public opinion research results Gleiches Ergebnis, andere Wirkung Die Glaubwürdigkeit von Ergebnissen der Markt- und Meinungsforschung

Abstract

Results of opinion polls are used frequently in the press and media users rely on them in order to form an opinion or to make a decision. Sometimes, the reliability of polls can be questioned. This study examines the relative impact of source and type of medium on the credibility of published public opinion poll results. We conducted a two-factorial experimental online survey study (N = 150 German internet users). Manipulated factors were source (well-known vs. unknown polling institute) and type of medium (quality press vs. tabloid press). While we find significant effects for type of medium, effects for source cannot be confirmed. Independent from the source of the result, the same result being published by quality press is considered more credible than when published by tabloid press.