• Summary
  • Contents
  • Subject index

Polling and the Public helps readers become savvy consumers of public opinion polls, offering solid grounding on how the media cover them, their use in campaigns and elections, and their interpretation. This trusted, brief guide by Herb Asher also provides a non-technical explanation of the methodology of polling so that students become informed participants in political discourse. Fully updated with new data and scholarship, the Ninth Edition examines recent elections and the use and misuse of polls in campaigns, and delivers new coverage of web-based and smartphone polling.

The Problem of Nonattitudes
The Problem of Nonattitudes

To produce an informative and accurate public opinion poll, a researcher must perform several tasks successfully. These include constructing a questionnaire with properly worded and ordered questions, selecting a representative sample, correctly interviewing the respondents in that sample, analyzing the data ...

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