Polling and the Public: What Every Citizen Should Know [Paperback]

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.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.“Asher’s Polling and the Public has been a mainstay in public opinion courses for the last two decades. This is not an accident. It is unrivaled as an introductory guide to the foundations of measuring and understanding public opinion. This latest edition does not disappoint. Students will continue to get Asher’s straightforward and clear approach that includes all the new developments in polling and public opinion.”“I’ve used Polling and the Public for several years in my courses. The book is pitched perfectly for the undergraduate reader: the concepts are clearly explained, the examples are mel£)