Polling Matters Why Leaders Must Listen to

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.

Frank Newport is the editor in chief of The Gallop Poll.

Introduction	p. ix
The Lure of Knowing What Other People Think	p. 1
The Bottom-Up Approach	p. 11
The Pulse of Democracy	p. 36
Don't Pigeonhole Me	p. 66
The Tyranny of the Majority?	p. 80
Do the People Know Enough?	p. 107
Behind the Curtain: How Polling Is Done	p. 136
Lists and Elections	p. 167
The Elusive Attitude	p. 213
The Media and Polls	p. 251
Making Polls Work in a Democracy	p. 276
Acknowledgments	p. 289
Index	p. 293
Table of Contents provided by Rittenhouse. All Rights Reserved.

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

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Table of Contents

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