Fifth Edition. For the sixth presidential election running, Michael W. Traugott and Paul J. Lavrakas team up to give voters everything they need to know about election polls. When it comes to polls, the stakes are high, which is why this edition has been revised to incorporate information on the latest technologies used for data collection and data analysis. In straightforward language, the authors answer questions such as: • How do political candidates and organizations use poll data? • How do news organizations collect and report poll data? • Why do pollsters use samples? • How do media organizations analyze polls? They also examine common problems and complaints about polls, such as the increasing use of "push polls"-a political telemarketing technique-and polls conducted on the Internet that attract a large number of respondents who may not be representative of the general public.

Review

Without a doubt, this is the best treatment of polling and its consequences that has been written in the last forty years.--Sidney Kraus, Cleveland State University

Traugott and Lavrakas have written a much-needed election survey primer. It provides a clear and concise exposition of the purposes, practices, and pitfalls of modern polling.--Andrew Kohut, The Pew Research Center

Traugott and Lavrakas provide exceptionally clear, refreshingly concise, and uniformly accurate answers to a series of citizen-inspired questions about the use of polls in election campaigns.--Thomas E. Mann, The Brookings Institution

Traugott and Lavrakas have done an outstanding job in this primer on election polls. Written in clear, easily accessible style, it should be in the required reading list of any undergraduate course that deals with public opinion and polls--and many graduate courses as well. All journalists who report poll results, including those who considering themselves to be highly experienced will find it worth their while to use this guide when reading the poll releases that come across their desks.--Irving Crespi, author ofPublic Opinion, Polls, and Democracy

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