From The Gallup Organization-the most respected source on the subject-comes a fascinating look at the importance of measuring public opinion in modern society. For years, public-opinion polls have been a valuable tool for gauging the positions of American citizens on a wide variety of topics. Polling applies scientific principles to understanding and anticipating the insights, emotions, and attitudes of society. Now in POLLING MATTERS: Why Leaders Must Listen to the Wisdom of the People, The Gallup Organization reveals: - What polls really are and how they are conducted - Whythe information polls provide is so vitally important to modern society today - How this valuable information can be used more effectively - and more.
Between now and the November election, public opinion polls will be all but unavoidable. Those who question their value may find this plainspoken defense by the editor-in-chief of the Gallup Poll illuminating. Newport is an effective communicator who clarifies the process that distills from the opinions of a mere 1,000 interviewees an accurate reflection of the opinions of tens of millions of Americans. Newport believes that polls reflect the country's collective wisdom, a wisdom politicians should heed not merely to court votes but to reap the benefits of the diverse and complex American experience. The author tackles each of the common criticisms of polls, such as that politicians who pay too much attention to polls fail to lead; that citizens are too uneducated to offer useful opinions; and that basing policies on polls would result in a "tyranny of the majority." Jackson's defense is mostly convincing. His most glaring failure is to adequately address the effect on opinions of false advertising, political propaganda and other sources of misinformation. Newport's description of how polls work is filled with professional argot that gives his explanations an aura of scientific respectability and credibility. Readers will come away understanding why and how polls work, but some will not be as convinced as Newport of their value as a policy tool. (July 30) Copyright 2004 Reed Business Information. -- PUBLISHERS WEEKLY.
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Grand Central Publishing
July 30, 2004
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