Description

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Through a Q&A format designed to grab readers' attention, this thoroughly revised Sixth Edition gives voters everything they need to know about election polls. Traugott and Lavrakas cover the latest polling technologies and data collection methods, how polls are used in campaigns and by the media, and most importantly--why it all matters.

About the Author

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Michael W. Traugott, Ph.D., is a political scientist and survey methodologist. He is professor emeritus at the University of Michigan. He has served as the president of the American Association for Public Opinion Research (AAPOR) and the World Association for Public Opinion Research. Paul J. Lavrakas, Ph.D., is a research psychologist and methodological research consultant. He was the founding faculty director of survey centers at Northwestern and Ohio State universities, a chief methodologist for Nielsen Media Research, as well as former president of the AAPOR.