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•** **__Scientific polling__** yields remarkably
accurate polling ****results
**

•** Scientific polling is based on these simple
principles –
**

•** Sampling – a **__sample__** refers to a small
group of ****people who accurately represent a **__universe__** (the **__universe__** is the group, or
population, to be studied)
**

•** **__Probability__** – the mathematical
law that deals with ****the likelihood that something will
happen
**

•** Acquiring a **__random sample__** is the key to
scientific ****polling – every member of the universe must have an ****equal chance, or
probability, of being selected
**

•** A **__random sampling__** of the population
will never be ****exactly accurate – there will always be a **__sampling ____error__**, or **__margin of error__