Definition: The purpose of opinion research is to determine the preferences of a population.
It is therefore subjective information (feeling, satisfaction, opinion, tastes) and not objective information (purchasing behavior, audience measurement, equipment rate).
Data from opinion studies are collected through a survey on a representative sample of the population. These studies are widely used in politics during election or pre-election periods. While they are never completely reliable, they have a great influence on the behavior and strategies of political personnel. To fully understand them, you should always take into account the number of people who responded to the survey and what exactly they were surveyed on.