Information is crucial for candidates in political campaigns. This book, written by someone who has polled for 23 years, first focuses on the process of acquiring information during a campaign through polling. The book describes how to write questions, draw samples of voters, and conduct calling. The second major concern of the book is how to analyze results, and then interpret and present results in a way that will contribute to forming a strategy for a campaign. The book deals with the issues of biased questions and results, and why it is of no value to candidates to engage in such practices.
Jeffrey Stonecash is professor of political science at Syracuse University.
Chapter 1 Preface Chapter 2 Campaigns, Democracy, and the Need for Information Chapter 3 Purpose, Limited Budgets, and When to Poll Chapter 4 What Kind of Poll? Chapter 5 Writing Questions: Language and the Script Chapter 6 Pulling a Sample: Who Votes, Sample Size, and Representativeness Chapter 7 Callers and Calling Chapter 8 The Crucial Part: Analysis and Developing a Campaign Plan Chapter 9 Reports and Recommendations Chapter 10 Tracking Polls and the Undecided Chapter 11 A Final Note on Polling and Democracy Chapter 12 Appendix: A Sample Report Chapter 13 Bibliography