PSYCHOMETRIC TECHNIQUES IN OPINION RESEARCH

IDEOLOGY MEASUREMENT WITH IRT BY POLLING INSTITUTES

Abstract

This article aims to promote a discussion on how to measure the concept of ideology based on empirical results. The document explores the use of psychometrics in research institutes, focusing on data collected in Belo Horizonte (MG) and Contagem (MG). We argue in favor of creating latent dimensions using a multidimensional Item Response Theory (IRT) model. The results indicate that the two-dimensional model outperformed in explaining the base effects across all collections. The research reveals that groups of individuals exhibiting values of social emancipation linked to progressivism but also leaning towards punitivism display distinct behaviors in each collection. The study also highlights those values associated with the political right are more extreme compared to the average than values associated with the left. The results suggest that the measurement gain of ideology through an operational proposal allows us to better capture the variation of manifestations over time and among different social groups, such as religious segments, enabling us to be more assertive in political marketing communication strategies and other purposes.