This straightforward text provides journalists, both professional and student, with an explanation of the realities of an increasingly important facet of today'

Fifth Edition. For the sixth presidential election running, Michael W. Traugott and Paul J. Lavrakas team up to give voters everything they need to know about e

In the 2000 national elections, $100 million was spent on campaign polling alone. A $5 billion industry from Gallup to Zogby, public opinion polling is growing

Written primarily for students and pollsters who are just getting started in the field of public opinion polling. It covers the basic concepts, methods and ethi