Wiley.com
Print this page Share

Polls and Surveys: Understanding What they Tell Us

ISBN: 978-1-55542-098-7
249 pages
August 1988, Jossey-Bass
Polls and Surveys: Understanding What they Tell Us (1555420982) cover image

Table of Contents

1. Polling the Public: Purpose and Process
2. Growth of Public Opinion Polling
3. Proper and Improper Uses of Surveys
4. The Organizations That Do the Polling
5. How Information Is Collected
6. How Respondents are Selected
7. Asking the Question: How Wording Affects Response
8. What Do the Answers Mean?
9. Understanding Sources of Error
10. Should Polls Be Banned?
11. Effects of Polls on Elections, Governments, Business, and Media
GlossaryReferencesIndex
See More

Author Information

NORMAN M. BRADBURN is senior vice president for National Opinion Research. He is the Tiffany and Margaret Blake Distinguished Service professor in the department of psychology and the Harris Graduate School of Public Policy Studies at the University of Chicago.

SEYMOUR SUDMAN is a Walter H. Stellner Distinguished Professor of Marketing and deputy director and research professor at the Survey Research Laboratory at the University of Illinois, Urbana-Champaign. He is the author, coauthor, or editor of seventeen books including Asking Questions (Jossey-Bass, 1982) which he wrote with Norman M. Bradburn.

See More

Related Titles

Back to Top