- 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.
Chapter 3: Wording and Context of Questions
Wording and Context of Questions
Of all the pitfalls associated with public opinion polling, question wording is probably the one most familiar to consumers of public opinion research. The use of a loaded word or an inflammatory phrase can affect the pattern of responses to a survey question. For example, for a poll to show weak support for federal ...