A Journalist's Guide to Public Opinion Polls

Front Cover
Greenwood Publishing Group, 1994 - Language Arts & Disciplines - 171 pages
0 Reviews

This straightforward text provides journalists, both professional and student, with an explanation of the realities of an increasingly important facet of today's precision journalism--public opinion polling. The work aims to provide the skills necessary for evaluating and interpreting survey results accurately. After a brief review of the historical relationship between the press and public opinion, the authors examine the polling environment today. Then, step-by-step, they take the reader through the basics of journalistic uses of public opinion surveys and the questions to be asked by the journalist in evaluating a survey: who did the poll; who sponsored the poll; what were the survey questions and how were they worded; what is the sampling error; how to report poll results; how to put survey figures in context; and how to make and evaluate projections based upon polls. In addition, the text offers a review of statistical methods for the journalist and a 20 question checklist.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

THE OPINION TRIANGLE
v
THE PRESS AND PUBLIC OPINION ALWAYS LINKED
xv
A BRIEF HISTORY OF POLLS
3
THE EMERGENCE OF PRECISION JOURNALISM
13
THE PUBLIC OPINION POLLING ENVIRONMENT TODAY
17
THE POLL WHO DID IT?
29
THE POLL WHO SPONSORED IT?
37
THE POLL SAMPLING
45
PSEUDOPOLLS AND SLOPS
87
REPORTING POLLS THE BASICS
91
REPORTING POLLS NUMBERS IN CONTEXT
99
REPORTING POLLS POLITICAL SURVEYS
107
REPORTING POLLS EXIT POLLS AND PROJECTIONS
121
THE FUTURE
133
THE WORLDS SHORTEST COURSE IN STATISTICS
137
TWENTY QUESTIONS
149

THE POLL THE QUESTIONS
57
THE POLL TIMING IS EVERYTHING
67
THE POLL SAMPLING ERROR
73
THE POLL OTHER SOURCES OF ERROR
79
BIBLIOGRAPHY
151
INDEX
155
Copyright

Other editions - View all

Common terms and phrases

References to this book

All Book Search results »

About the author (1994)

SHELDON R. GAWISER is senior poll analyst for NBC News and president of the National Council on Public Polls. He is president of Gawiser Associates, Inc. of Fairfield, Connecticut, consultants in information collection and management.

G. EVANS WITT is assistant bureau chief of the Associated Press in Washington, D.C. He previously served as director of AP/NBC News polling.

Bibliographic information