ACTIVE AND PASSIVE INDICATORS OF PUBLIC-OPINION - ASSESSING THE CALL-IN POLL

This study of call-in poll participants indicates that although such p articipants are generally similar - in socio-demographics - to the pop ulation as a whole, they are more opinionated than are telephone surve y respondents. The study confirms that call-in polls and surveys of th e population do not necessarily produce similar information concerning public opinion and that decision makers need to be sensitive to the i ntensity of opinion held by voters.