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In Defense Of Public Opinion Polling (Paperback, Revised)
Loot Price: R1,592
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In Defense Of Public Opinion Polling (Paperback, Revised)
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What do we really know about public opinion polls? Are they as
flawed as conventional wisdom implies? How accurate are the polls,
really? How can we spot a bad poll? Why do politicians and
journalists have a love-hate relationship with polls? How do polls
help us interpret history? Why has public opinion polling become so
popular in other countries?In the 2000 national elections $100
million was spent on campaign polling alone. A $5 billion industry
from Gallup to Zogby, public opinion polling is growing rapidly
with the explosion of consumer-oriented market research, political
and media polling, and controversial Internet polling. By many
measures--from editorial cartoons to bumper stickers--we hate
pollsters and their polls. We think of polling as hopelessly
flawed, invasive of our privacy, and just plain annoying. At times
we even argue that polling is illegal, unconstitutional, and
downright un-American. Yet we crave the information polling
provides. What do other Americans think about gun control? School
vouchers? Airline performance? Or the Yankees' chances for winning
another World Series? Pollsters consult with jurists on the best
venue for a controversial criminal trial. They advise car
manufacturers on which paint colors to use for a new model. They
guide city councils in how to divide public funding across
competing priorities.Ken Warren closes this book with an especially
candid report card on how 13 major pollsters fared in predicting
the November 2000 presidential contest and how pollsters fared in
making 136 projections in congressional and gubernatorial races
across the United States. Despite the wild swings of the political
season most pollsters were remarkably accuratein forecasting the
results. Based on extensive interviews with major pollsters and a
wide examination of current polling practices and results, "In
Defense of Public Opinion Polling" argues strongly that well
conducted scientific polls are not only accurate, but are valuable
tools in understanding society and promoting its own best
interests. This book is perfectly suited for courses in
communications, and political psychology.
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