Polls and Surveys / Understanding What They Tell Us 

 - 1st 
 -  Jossey-Bass Publishers,  1988 
 - 252 
<br/><br/> This book answers all the questions people may have about public opinion polling - and then some - and does so in a highly readable fashion.  Preface, Polling the Public: Purpose and Process, Growth of Public Opinion Polling, Proper and Improper Uses of Surveys, The Organizations That Do the Polling, How Information Is Collected, How Respondents Are Selected, Asking the Question: How Wording Affects Response, What Do Answers Mean?, Understanding Sources of Error, Should Polls Be Banned?, Effects of Polls on Elections and Governments and Business and Media, Glossary, References, Index. 
<br/><br/><label>ISBN: </label>1555420982