peiling

Peiling is a method for systematically gathering information about the opinions or experiences of a defined population. In political, social, and market contexts, peiling is commonly called opinion polling or survey research. It provides estimates of how people respond to questions at a given point in time.

Most peiling relies on sampling rather than surveying everyone. Researchers design a questionnaire and select respondents through probability sampling (random selection) or nonprobability methods. Data collection can occur online, by telephone, or through in-person interviews. The resulting data are weighted to reflect the population and analyzed to produce estimates for overall totals and for subgroups.

Key concepts include sampling error, confidence intervals, response rates, and question wording. Quality polls disclose methodology, sample size, mode, response rate, and weighting. Good practice includes pretesting questions, avoiding leading language, and reporting limits and assumptions.

Limitations include biases from nonresponse, social desirability, and differential coverage of populations. Polls are snapshots and can be affected by timing and current events. Poorly designed polls or misleading interpretations can misstate public opinion, as seen in historical mispredictions, which have driven methodological improvements in the field.

Applications include tracking public opinion on elections, policy support, consumer preferences, or market trends. The term peiling is widely used in Indonesia and Malaysia, where media and researchers regularly publish peiling results, often specifying the pollster and methodology.