- 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 5: Interviewing and Data Collection Procedures
Interviewing and Data Collection Procedures
The interviewer’s role in measuring public opinion is critical. Because polling organizations generally provide the public with little or no information about the interviewing process, the consumers of polls cannot make independent judgments and must ...