Is there real opinion change?

Abstract

Public opinion research in general and the study of opinion change in particular have frequently been challenged as unreliable. Attitudinal measurements are characterized as merely reflecting non-attitudes, labile moods, and/or methodological artefacts. Given this basis, the measurement of opinion change is seen as a product of random variations and systematic biases rather than as reliably measuring true change. However, most opinion change is (1) not chaotic, but slow and steady and (2) largely explicable. Even opinion change that is rapid and/or multi-directional can be plausibly explained. Measurement variation does however often distort time series and greatly complicates the reliable assessment of true change. © 1994 World Association for Public Opinion Research.