Survey research and racially charged elections: The case of David Duke in Louisiana

Accuracy in measuring vote intention has become a particular problem in elections involving candidates who take conservative positions on racial issues and who emphasize these issues in their campaigns. Consistent understatement of support for such candidates in preelection polls would seem to indicate a reluctance on the part of some survey respondents to honestly express their vote intention, perhaps due to the fear that their intended action might be interpreted as an expression of racism. This research, which utilizes surveys conducted during the 1991 Louisiana governor's election in which David Duke was prominently featured, attempts to develop more accurate alternative measures of support for racially conservative candidates. The findings indicate that more accurate and valid vote intention measures can be constructed through the use of candidate image variables. The findings also call into question the practice of attempting to develop more accurate measures of vote intention through simple reallocation of undecided voters based solely on race.