摘要
本文描述我國民意調查的演進歷程，指出過去民意調查重要的發展，現階段的特色，以及未來發展的挑戰。從發展脈絡來講，學術界，尤其是大眾傳播與台灣民意調查的發展有密切的關係，而政治民主化的結果則進一步強化民意調查的重要性。本文強調，就未來發展來講，在學術上應善用質化研究、網路調查以及進行累積資料的比較分析，才能持續擴大民意調查的功用；在實務上則需要更為公開的政治、社會與學術環境，才能使民意調查更有效的在政治過程中發揮作用。
關鍵字
民意調查並列摘要
This article addresses to the evolution of opinion polls in Taiwan. It points out crucial developments in the past, current characteristics, and future challenges. From a developmental perspective, academic communities, in particular, the mass communication, have maintained a close relationship with the development of opinion polls. Meanwhile, democratization further underlines the importance of opinion polls. It is advised that, on the one hand, scholarlistic utilization of qualitative studies, web survey and comparative analyses of cumulative survey data will facilitate the expansion of opinion polls. In practice, on the other hand, a more open political, social and academic environment will be contributive to the political implications of opinion polls.