Polling Matters: Why Leaders Must Listen to the Wisdom of the People

by Frank Newport

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.

Genres: Politics

320 pages, Hardcover

First published July 30, 2004