Believe it or not, election year is right around the corner.

And with elections come polls, public opinion surveys and other efforts to measure or sway public opinion.

It's a good time to review the bidding on what this is all about, and what savvy voters and citizens should be aware of.

The issue actually came up just this month, in the wake of a massive public opinion poll conducted by SMS Research on behalf of the sustainability project being promoted by the state Legislature.

The poll probed how firmly "green" Hawai'i residents are; how they balance and value what many see as competing ideals: Preserving the environment versus stimulating economic development and so on.

Bottom line, the poll found that most folks want both. They are environmentalists and preservationists, but they also want jobs and economic growth. No surprise there.

But some readers have complained that the poll was unfair, that it pushed people into taking positions that sound good but are unrealistic. Was it, in the words of the profession, a "push poll?"

A bit of definition here. The American Association for Public Opinion Research, a professional society of folks who do opinion surveys for a living, have fairly strong feelings on the matter of push polls.

Their definition:

"A push poll is an insidious form of negative campaigning disguised as a political poll that is designed to change opinions, not measure them."

You may have received one of these calls yourself. Opponents of the Hawaiian recognition bill conducted one of these surveys not long ago and may do so again. People were asked such things as (to paraphrase) "If the Akaka Hawaiian recognition bill becomes law, some property rights you now hold may be taken away so that Hawaiians will receive land and other benefits. Do you support or oppose such an idea?"

Now, that's loaded. This kind of poll is not an objective survey of public opinion. It is an attempt to get reaction to rather controversial and sensitive ideas and, perhaps, to swing thinking to one side or another.

Which brings us back to the sustainability survey. The sustainability survey did indeed "push" people to think more deeply about their beliefs and opinions. "Is the environment important?" Yeah, of course. "Is it so important that you would be willing to make some small sacrifices to protect it?" Well, sure. "How about paying more taxes?" Well, maybe. "What about making substantial personal sacrifices in your own lifestyle?" Not sure. Finally, "Would you be willing to take your family out of here to keep population down and protect the environment?" Most people: No.

So, that's a push poll of sorts. But not the kind designed to twist public opinion, but rather an effort to plumb it. The lesson here is, when you get one of those calls, go ahead and answer the questions, but be alert to what is being asked.

Reach Jerry Burris at jburris@honoluluadvertiser.com. Read his daily blog at blogs.honoluluadvertiser.com.