Polling and the Public: What Every Citizen Should Know

Polling and the Public helps readers become savvy consumers of public opinion polls, offering solid grounding on how the media cover them, their use in campaigns and elections, and their interpretation. This trusted, brief guide by Herb Asher also provides a non-technical explanation of the methodology of polling so that students become informed participants in political discourse. Fully updated with new data and scholarship, the Ninth Edition examines recent elections and the use and misuse of polls in campaigns, and delivers new coverage of web-based and smartphone polling.

Table of Contents:
Preface Chapter 1: Polling and the Public The Importance of Polls The Pervasiveness of Polls Commissioned Polls FRUGging, SUGging, and Pseudopolls The Citizen as a Consumer of Polls Citizens′ Views of Polls Polling and Democracy Exercises Chapter 2: The Problem of Nonattitudes An Example of Nonattitudes The Use of Screening Questions Nonattitudes and the Middle Position in Survey Questions Response Instability and Nonattitudes Implications for Democracy and Public Policy Conclusion Exercises Chapter 3: Wording and Context of Questions Question Wording Question Order and Context Order, Context, and Visual Effects in Self-Administered Surveys An Extended Example Conclusion Exercises Chapter 4: Sampling Techniques Nonprobability Sampling Sampling Designs Sample Size and Sampling Error Total Versus Actual Sample Size Response Rates Weighting the Sample Two Extended Examples Conclusion Exercises Chapter 5: Interviewing and Data Collection Procedures Methods of Collecting Polling Information Interviewer Effects in Public Opinion Polling Internet Polling Conclusion Exercises Chapter 6: The Media and the Polls Standards for Reporting Results Substantive Interpretation of Polls Media, Polls, and the News Reporting Emphasis Conclusion Exercises Chapter 7: Polls and Elections Sponsors of Election Polls Types of Election Polls Uses of Polls by Candidates Polls in the Presidential Selection Process When and Why Election Predictions Are Wrong How Preelection Polls Affect Voters Conclusion Exercises Chapter 8: Analyzing and Interpreting Polls Choosing Items to Analyze Examining Trends with Polling Data Examining Subsets of Respondents Interpreting Poll Results When Polls Conflict and When Polls Surprise: Some Final Thoughts Exercises Chapter 9: Polling and Democracy How to Evaluate Polls: A Summary Polls and Their Effect on the Political System Conclusion Exercise Websites References Index

About the Author :
Dr. Herb Asher is professor emeritus of political science at The Ohio State University and counselor to the university president.  He previously served as special assistant to the university president for government relations and founding director of the John Glenn Institute for Public Service and Public Policy.  He is frequently called upon as an expert political analyst by local and national media. Dr. Asher earned his degrees at Bucknell University (B.S. Mathematics) and the University of Michigan (M.A. & PH.D. in political science). Dr. Asher serves as faculty adviser to several student organizations, including the Undergraduate Student Government, the College Democrats, and two fraternities.  He also serves on the Executive Committee and Board of Trustees of Hillel and formerly served as faculty adviser to the College Republicans. Dr. Asher is a former member and chair of the Ohio Ethics Commission and a member of the Mid-Ohio Regional Planning Commission.  He is a member of the Board of Trustees of Community Research Partners, a former member of the Board of Trustees of the Columbus Metropolitan Club, and former president of the Ohio State University Faculty Club.

Review :
"Asher’s Polling and the Public has been a mainstay in public opinion courses for the last two decades. This is not an accident. It is unrivaled as an introductory guide to the foundations of measuring and understanding public opinion. This latest edition does not disappoint. Students will continue to get Asher’s straightforward and clear approach that includes all the new developments in polling and public opinion." "I’ve used Polling and the Public for several years in my courses. The book is pitched perfectly for the undergraduate reader: the concepts are clearly explained, the examples are memorable, and the comics engage students’ interest. As a political science professor, I also appreciate the way in which Asher addresses how polling fits into bigger questions about democracy." "Polling the Public is enjoyable to read and quite accessible. Students don’t need to have a course in statistics to understand the material, which makes it particularly useful for those with varied academic backgrounds. Polling the Public is perfect for students who are interested in learning about all aspects of polling, from sampling to the interpretation of results. They will also benefit from the book′s excellent discussions of the critical benefits and drawbacks of polling as a way of measuring public opinion. The book is well written and uses current and attention-grabbing examples." "Polling and the Public is essential reading for any course on public opinion or survey research methods. My students have found Asher′s lively writing style to be an engaging introduction to complex ideas, from survey sampling to the nature and measurement of attitudes. And just as important for the study of politics, Asher introduces students to broader theories about the place of polling within democratic governing institutions.  Asher covers the art and science of polling, while providing students with a foundation of knowledge to understand current controversies in public opinion research." "Polling the Public brings a wonderful sense of humor that would incite my students to talk about it during their next class period. It is very straightforward in manner, not reliant on jargon, and accessible to undergraduates and grad students who haven’t had many classes in public opinion. This book’s straightforward approach is useful to instructors by providing a thorough introduction to the complexities and nuances of the field."