Public Perception of Political Opinion Polls and Their Influence on People’s Voting Behavior: The Case of Mwanza City Residents

Abstract

This study focuses on the influence of public perceptions of political opinion polls on people’s voting behavior in Mwanza city and the role of Tanzanian media in creating awareness about political opinion polls. The study uses a descriptive paradigm and a qualitative case study design. A purposive sampling technique was used to select participants for key informants and focus group discussions. The study concludes that, although polling is a new phenomenon in Tanzania, the level of awareness of polls is high among Mwanza City residents and they hold a variety of positions regarding the accuracy of the polls. The study highlights why journalists need to be trained on how to report poll-related stories to avoid false conclusions because they have become a major source of news.