On Sale: Jul 30, 2004
Page Count: 320 pages
Publisher: Grand Central Publishing
ISBN-13: 9780759511767

$12.99

$16.99 CAD

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ebook $12.99 $16.99 CAD
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From The Gallup Organization-the most respected source on the subject-comes a fascinating look at the importance of measuring public opinion in modern society.

For years, public-opinion polls have been a valuable tool for gauging the positions of American citizens on a wide variety of topics. Polling applies scientific principles to understanding and anticipating the insights, emotions, and attitudes of society. Now in POLLING MATTERS: Why Leaders Must Listen to the Wisdom of the People, 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…

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Frank Newport

About the Author

Frank Newport is editor-in-chief of the Gallup Poll. He is the author of Polling Matters: Why Leaders Must Listen to the Wisdom of the People and co-author of The Evangelical Voter.

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