Polling Matters

By Frank Newport

Subjects: Nonfiction, Public opinion, Public opinion, united states, Business, Elections, Public opinion polls

Description: Polling applies scientific principles to understanding and anticipating the insights, emotions, and attitudes of society. The Gallup Organization reveals: what polls really are and how they are conducted; why the information polls provide is so vitally important to modern society today; how this valuable information can be used more effectively, and more.