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PIR-20118 - Module Specification
School of Social Sciences
Faculty of Business, Law, Humanities & Social Sciences

For academic year: 2026/27 Last Updated: 17 March 2026

PIR-20118 - Elections, Voters and Public Opinion
Coordinator: Gemma Loomes Room: CBA1.038 Tel: +44 1782 7 34236
Lecture Time: See Timetable...
Level: Level 5
Credits: 15
Study Hours: 150
School Office:

Programme/Approved Electives for 2026/27

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2026/27

This module will introduce you to the world of practical political research, through the study of elections, voting and public opinion. We will begin by exploring voting behaviour and examine why people vote the way they do, reflecting on theories of voting behaviour, the importance of demographics, and the role of values and beliefs. You will reflect on how we measure concepts and turn them into measurable indicators. You will also work with elementary numerical political data and learn how to produce and interpret basic descriptive statistics, such as frequencies and cross-tabulations, and read and produce appropriate graphs for political data. This module provides you with a wide range of data analysis, research design and report-writing skills necessary for success in a range of private and public-sector careers.

Aims
To introduce students to the world of practical political research, through the study of elections, voting and public opinion.
To explore and evaluate voting behaviour, examining why people vote the way they do, reflecting on theories of voting behaviour, the importance of demographics, and the role of values and beliefs.
To reflect on how we measure concepts and turn them into measurable indicators.
To work with elementary numerical political data and learn how to produce and interpret basic descriptive statistics, such as frequencies and cross-tabulations, and read and produce appropriate graphs for political data.

Intended Learning Outcomes

Demonstrate knowledge of core concepts in psephology, including theories of voter behaviour and the science of opinion polling.: 1,2
Analyse the relative importance of theories of voting behaviour for explaining recent election results.: 2
Operationalize and develop indicators for political concepts.: 1
Produce and interpret tables and graphs using basic descriptive statistical techniques and appropriate software.: 1,2
Explain the main drivers of public opinion and how explore public opinion can be measured, evaluated and presented.: 1
Identify some of the challenges faced in gathering data on public opinion, and reflect on problems of sampling, prediction and accuracy.: 1

Study hours

12 hours of lectures
12 hours of seminars/workshops
28 hours of preparation for seminars/workshops
98 hours of assessment preparation and completion

School Rules

None

Description of Module Assessment

1: Report weighted 40%
Data analysis report
Students are required to write a 1,000-word report on voting behaviour in the most recent general election. Rather than an academic essay, the assessment is a professional report, such as one produced by a market research company. A brief, similar to what students would be given if they worked in market research, will be provided setting out the requirements.

2: Essay weighted 60%
Essay on voting behaviour
Students are required to write a 1,500-word essay, choosing one question from an approved list of six. When answering the question, students must make sure they engage with polling data and political research to support their answer.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 17 March 2026