- 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 4: Sampling Techniques
Of the many aspects of public opinion polling, sampling arouses the greatest skepticism among Americans. One source of the skepticism is the actual composition of samples, as reflected in the plaintive question, “How come no one has asked me my opinion on that issue?” An experience I had in ...