Polling Matters by Frank Newport
Why Leaders Must Listen to the Wisdom of the People

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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.

About Frank Newport

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Newport is the editor in chief of The Gallup Poll. He holds a B.A. from Baylor University and an M.A. and Ph.D. in sociology from the University of Michigan. He lives near Princeton, NJ.
Published July 30, 2004 by Grand Central Publishing. 320 pages
Genres: Business & Economics, Political & Social Sciences, Education & Reference. Non-fiction

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Between now and the November election, public opinion polls will be all but unavoidable.

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