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.
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