What do polls and surveys really tell us?
Polls and surveys affect everything from how we elect our leaders
to what programs we watch on television. Yet few of us really understand
how they are conducted or know what the results mean.
When are poll results misleading or unreliable? How does the wording
of survey questions affect responses? Do election polls unduly
influence results? This new book, written by two experts on survey
research, answers the questions we all have about polls and surveys-
as well as the many questions that should be addressed but
are seldom even raised.
"The accelerated and widespread emergence of polls and surveys
in our political and social processes has not been matched by critical
analysis and review by independent experts. Two eminent scholars,
Norman Bradburn and Seymour Sudman, in Polls and Surveys,
have taken a giant step to fill the gap."
-Mervin Field, director, the California Poll
"This fine book answers all the questions people may have about
public opinion polling-and then some-and does so in a highly
readable fashion. It is no wonder that Bradburn and Sudman are
admired by so many in their field."
-Barry Sussman, former pollster for
The Washington Post and author of
What Americans Really Think
"Bradburn and Sudman have written a rousing introduction to public
opinion polling. Anyone who wants to understand the issues without
getting bogged down in technical esoterica should start with
this book." -Philip Meyer, professor of journalism,
University of North Carolina, Chapel Hill
"Any newcomer to the study of public opinion will gain a rare insight
into the field." -Warren Mitofsky, director,
Elections and Surveys, CBS News
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