• 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.

Analyzing and Interpreting Polls
Analyzing and Interpreting Polls

Thus far, we have considered how public opinion surveys are conducted, how they are reported in the media, and how they influence elections and campaigns. This chapter focuses on the end products of public opinion surveys: the analysis and interpretation of poll data.

Interpreting a poll is more an art than a science, even though statistical ...

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