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Cards In This Set
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Focus groups
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Small gatherings of individuals used to test ideas before marketing
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Elites
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Individuals in a position of authority, often those with a higher level of education than the population at large
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Public opinion
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Opinions held by private individuals that governments find it prudent to heed
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Political culture
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The dominant values and beliefs of a political community
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Straw poll
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An unscientific survey of popular views
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Political socialization
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The process by which individuals adopt the attitudes, values, beliefs, and opinions of their political culture
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Life cycle effects
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The impact of age-related factors in the formation of political attitudes, opinions, and beliefs
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Generational effects
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The impact of events experienced by a generational cohort on the formation of common political orientations
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Cohort
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The members of one's own generation
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Gender gap
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Systematic variation in political opinions that exists between males and females
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Direction
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The attribute of an individual's opinion that indicates a preference for or against a particular issue
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Salience
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The attribute of an individual's opinion that indicates how central it is to her or his daily concerns
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Stability
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The attribute of an individual's opinion that measures how consistently it is held
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Informational support
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The attribute of an individual's opinion that measures his or her amount of knowledge concerning the issue
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Benchmark survey
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A campaign poll that measures a candidate's strength at the time of entrance into the electoral race
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