A journalist's guide to public opinion polls
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.
Acknowledgments Chapter 1 The Opinion Triangle
A Brief History of Polls
17 other sections not shown
Other editions - View all
95 percent AAPOR American analysis analyze answer asked Associated Press ballot biased Bradburn broadcast Bush called campaign candidate chance Clinton cluster sample coin conﬁdence Democratic difﬁcult Election Day Election Night example exit poll ﬁeld ﬁnal ﬁnd ﬁndings ﬁrst ﬁve ﬂip Gallup Gallup Organization horse-race impact important included interviewers Jimmy Carter job rating journalist Literary Digest major margin method networks newspapers nonresponse organizations percentage points political polls poll numbers poll results poll story polling ﬁrms pollsters population potential precincts president presidential problems projection public opinion polls Public Polls question wording questionnaire race random digit dialing random sample rats readers reﬂect registered voters Republican respondent Roper sampling error scientiﬁc signiﬁcant signiﬁcantly simple random sample SLOPS speciﬁc sponsor statistics straw polls Sudman systematic sample telephone number television tion topic tracking polls turning right undecided understand vote winner