The Superpollsters: How They Measure and Manipulate Public Opinion
David W. Moore
“Polling dictates virtually every aspect of election campaigns, from fund-raising to electoral strategy to news coverage. And, after our representatives are elected, polling profoundly shapes the political context in which they make public policy. Whatever its faults and limitations, and they are many, polling matters.” In this thoughtful overview, David W. Moore traces the rise of polling from the nascent Gallup Poll’s challenge to the famed Literary Digest poll in 1936 to the presidential election of 1994. Moore profiles pollster personages George Gallup and Lou Harris, as well as lesser-known (although probably more influential) figures such as presidential pollsters Pat Caddell and Richard Wirthlin. Media pollsters are also considered, as in the ways in which the wording of questions and presentation may influence outcome. As vice president and managing editor of the Gallup Poll, Moore himself is hardly unbiased, and readers are treated to less than complimentary descriptions of main rival Lou Harris’ personality and techniques. Nevertheless, The Superpollsters will help individuals understand how polling came to its current place of dominance in the American political process. LP
Publisher: Four Walls Eight Windows
Paperback: 426 pages