Description
Polls, Pollsters, and Public Opinion provides a practical and accessible introduction to polling methodology and public opinion research. Written by experts Clifford Young and Kathryn Ziemer, this guide is designed for decision-makers who need to understand, evaluate, and utilize polling data effectively.
The book covers fundamental concepts in survey design, sampling techniques, questionnaire development, and data analysis. It explores how polls are conducted, the factors that influence results, and the common pitfalls in interpreting public opinion data. Readers will learn to critically assess poll quality, understand margin of error, and recognize bias in survey design.
Part of the Methodological Tools in the Social Sciences series, this resource combines theoretical foundations with real-world applications. Whether you’re in politics, business, marketing, or public policy, this guide helps you navigate the complex landscape of polling data with confidence and expertise.
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