Polling and the Public: What Every Citizen Should Know

Despite their pervasiveness in American life, with subjects ranging from how citizens will vote in presidential elections to opinions about American Idol contestants, considerable misunderstanding exists about the conduct and interpretation of polls. Politicians, interest groups, political parties, advertisers, media outlets, and academics alike point to what the public has expressed through any number of public opinion polls to bolster their positions and arguments. Given the ever-increasing prevalence and frequent misinterpretation of polls, students need to become better consumers of poll results.

This updated seventh edition builds on a proven framework, closely examining structural aspects of polls, methodological procedures, and the function of polls in electoral politics. New material examines a number of methodological areas including possible meanings of the "don′t know" or middle response, more detailed coverage of sampling and response rates, consideration of nonattitudes, and greater discussion of reliability, validity and index construction. End-of-chapter exercises further the book’s goal of educating individuals to become savvy to the use and misuse of polls.

Dr. Herb Asher is professor emeritus of political science at The Ohio State University and counselor to the university president.  He previously served as special assistant to the university president for government relations and founding director of the John Glenn Institute for Public Service and Public Policy.  He is frequently called upon as an expert political analyst by local and national media.
Dr. Asher earned his degrees at Bucknell University (B.S. Mathematics) and the University of Michigan (M.A. & PH.D. in political science).

Dr. Asher serves as faculty adviser to several student organizations, including the Undergraduate Student Government, the College Democrats, and two fraternities.  He also serves on the Executive Committee and Board of Trustees of Hillel and formerly served as faculty adviser to the College Republicans.

Dr. Asher is a former member and chair of the Ohio Ethics Commission and a member of the Mid-Ohio Regional Planning Commission.  He is a member of the Board of Trustees of Community Research Partners, a former member of the Board of Trustees of the Columbus Metropolitan Club, and former president of the Ohio State University Faculty Club.