The Superpollsters: How They Measure and Manipulate Public Opinion in America [Paperback]

David Moore (Author)

Book Description

Publication Date: November 30, 1995

On the eve of the 1992 presidential election, The Superpollsters: How They Measure and Manipulate Public Opinion in America takes a look at the people who tell us what we think. A public opinion pollster for twenty years, author David W. Moore includes profiles of Shere Hite, author of The Hite Report, the groundbreaking and controversial work on sexuality; George Gallup, the man who broke polling practice with his 1936 prediction of Hoover's defeat and FDR's victory, the man who pioneered modern polling practices; Lou Harris, JFK's pollster, the first of the television pollsters; Pat Caddell, the man responsible first for George McGovern's, and then for Jimmy Carter's, surprise capture of the Democratic presidential nomination; Robert Teeter, pollster for Nixon, Ford, and past and current pollster for President George Bush; Richard Wirthlin, pollster for Ronald Reagan; Mervin Field, head of the California Poll; and many others. Personal advisors to the candidates, pollsters often have tremendous influence on what the top politicians say, and how they say it. Here, too, is the lively history of polling. Its increasing sophistication parallels the growing complexity of our national political scene, from its rough origins to the present day, when the pollsters--and less frequently, the voters themselves--make or break a candidate.

Editorial Reviews

From Library Journal

Moore, director of the Survey Center at the University of New Hampshire, presents a highly readable history of opinion polling, describing the promise and problems created by pollsters' influence on the political process. With his provocative introduction, an account of professional pollsters' reaction to a presentation by Shere Hite on survey response, his book covers the major players and their role in the development of techniques such as "Hierarchical Values Map," the empty ballot, focus groups, and random digit dialing. Moore analyzes the impact of exit polling on election results, as well as the emergence of negative campaigns resulting from pollsters' negative influence on campaign tactics. He also examines the emergence of media polls and their role in events such as the confirmation of Justice Clarence Thomas. Highly recommended for academic and public libraries with politically active and aware patrons. Previewed in "On the Campaign Book Trail," LJ 3/15/92, p. 110-12.--Ed.
- Ebba Kraar King, Melbourne P.L., Fla.
Copyright 1992 Reed Business Information, Inc. --This text refers to the Hardcover edition.

From Kirkus Reviews

From a veteran pollster, a thoughtful overview of public- opinion research and of those who helped make it a sociopolitical force in the US. In an opening chapter longer on prurient than substantive interest, Moore dashes Shere Hite's claims that her popular studies of human sexuality are based on representative samples. Then this director of the Univ. of New Hampshire's Survey Center Institute gets down to business, reviewing the careers and contributions of such pioneer pollsters as George Gallup (who made a name for himself by predicting FDR's 1936 electoral victory), Elmo Roper, and Archibald Grossley. Moore next focuses critical attention on latter-day notables who have served candidates and elected or appointed officials from the nation's two major political parties. Cases in point range from Louis Harris (JFK) through Pat Caddell (McGovern, Carter), Robert Teeter (Nixon, Ford, Bush), and Robert Wirthlin (Reagan). Covered as well are the canvasses conducted by media organizations (including CBS, The Los Angeles Times, and The Wall Street Journal), plus regional operations like Mervin Field's California Poll. Ultimately, Moore remains ambivalent about the uses to which his profession's powers have been put. He concedes, for example, that tricks of the trade (projective questions, dubious demographics, the ceaseless search for ``a truth the public will buy'') have enabled partisan pollsters to engage in low-road campaign tactics and have enhanced their capacity to employ statistics to manipulate the electorate. On the other hand, he argues, scientific polling has yielded a better understanding of public opinion's dynamics and what Americans think about important issues at any given time. An informed and informative appreciation of an influential industry. -- Copyright ©1992, Kirkus Associates, LP. All rights reserved. --This text refers to the Hardcover edition.

Product Details

• Paperback: 426 pages
• Publisher: Four Walls Eight Windows; 2nd edition (November 30, 1995)
• Language: English
• ISBN-10: 1568580231
• ISBN-13: 978-1568580234
• Product Dimensions: 9 x 6 x 1.2 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,143,811 in Books (See Top 100 in Books)

More About the Author

David W. Moore is a Senior Fellow with the Carsey Institute at the University of New Hampshire. He is a former Vice President of the Gallup Organization and Managing Editor of the Gallup Poll, where he worked from 1993 until 2006. Prior to joining Gallup, he was a Professor of Political Science at the University of New Hampshire, where he taught from 1972 to 1993. He was also founder and Director of the University of New Hampshire Survey Center. Previously, he served in the U.S. Army for ten years, after graduating from the United States Military Academy in 1962. His overseas tours of duty included South Korea and Vietnam.

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars Fascinating Historical and Behind-the-Scenes Look, September 30, 1997

By 

James D. Saint "Practicality" (Arlington, Texas) - See all my reviews
(REAL NAME)   

This review is from: The Superpollsters: How They Measure and Manipulate Public Opinion in America (Paperback)

I have read the original release, and I loved it. The opening chapter is boring, and could scare many readers away. Once I got past it however, I couldn't put it down. This book uncovers the mystery behind polling, and explains why it is so accurate, and how the process came to be that way. It also shows how a wrong interpretation can throw the entire prediction out the window, and the damage to credibility that causes. I would strongly recommend this book to anyone.

1 of 2 people found the following review helpful:

3.0 out of 5 stars Interesting, but terribly dry, November 1, 1998

By A Customer

This review is from: The Superpollsters: How They Measure and Manipulate Public Opinion in America (Hardcover)

A good book for anyone who enjoys the mechinations of the political process. Moore's writing style doesn't lend itself toward a quick read. It doesn't do much to separate itself from the pack.