3 Review(s)

Polling is crucial to the success of political campaigns. Professor and pollster Jeffrey M. Stonecash combines 17 years of practical polling experience with academic theory to show how and why polling is done and how information can be used to help win elections. Chock full of examples, survey questions, sample selections, calling scripts, and other elements of successful polls, the volume emphasizes interpreting information to move voters to support a candidate. The focus is on understanding the context of an election, the situation of a candidate, and the role of issues. Objectivity of the pollster and campaign ethics are hallmarks of Stonecash's recommendations. The book concludes with an invaluable appendix offering a sample report on a poll conducted for a District Attorney candidate.