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Beyond the Horse Race

How to Read Polls and Why We Should
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Americans are preoccupied with political polls. In this book, John Zogby, one of America's most prominent pollsters, offers readers a master class in understanding what polls can reveal about public opinion. He argues that those who focus only on the horse race numbers-who is leading and who is trailing-miss the many ways that polls can help us understand the fundamentals of the electorate at any given time. Illustrating his arguments from key political races of the last 40 years, Zogby shares true stories about how polls have been misused and when they have been well or badly. Beyond the Horse Race will appeal to campaign professionals and armchair political junkies who want to understand the art and science of accurately gauging public opinion.
John J. Zogby is the founder of the Zogby International Poll, and he serves as a senior partner at John Zogby Strategies, a full-service marketing and political consulting firm. Zogby has written weekly articles for Forbes, and he has contributed to a weekly ongoing presidential report card since the beginning of the Obama administration.
CONTENTS1:Good Polls, Bad Polls, No Polls2:A Brief Primer on Polling:How to Design a Good Sample and Ask the Right Questions3:Getting the Polls Right and How to Read Them Right4:Misreading What the Polls Are Really Saying5:Reading Polls from the Bottom Up6:The Aggregation-Industrial Complex7:The Ones That Got Away8:The Perils of Polling Overseas Elections9:Polling is Very Much Alive
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