• Summary
  • Contents
  • Subject index

Public opinion theory and research are becoming increasingly significant in modern societies as people’s attitudes and behaviors become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.

The Use of Voter Research in Campaigns
The use of voter research in campaigns

Polling and focus groups are used to develop and monitor political campaign strategies. In the United States, presidential campaigns and nearly all campaigns for the US Senate and state governor employ polling, as do many campaigns for the US House of Representatives and for state offices such as Secretary of State and Attorney General. Polling is done in local races as well. It is fair to say that campaign polling is used in most political systems, to a greater or lesser extent depending on available funds. Nevertheless, this chapter will concentrate on its use in the US, because this is where the author has first-hand information and experience. Between the options of ...

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