The Opinion Makers: An Insider Exposes the Truth Behind the Polls

by David W. Moore

Overview

A veteran pollster reveals how and why polls misinform policy makers and distort elections. With a new afterword by the author David W. Moore pulls back the curtain on a polling industry that serves sound bites above all-and on the sometimes disastrous consequences. In this highly critical book, he reveals illusory public support on issues ranging from war and torture to creationism. Breaking down the manipulated horse-race numbers of our most recent presidential campaign season, Moore shows how pre-election polls concealed rampant voter indecision. He ends with ways to make pollsters deliver on their promise to monitor the pulse of democracy, including recognizing the growing importance of cell phones and Internet polling. Quotes "You will never regard political polls the same after reading David W. Moore's devastating inside account of their severe limitations and misapplications. This book should be required reading for journalists, political junkies, students, scholars, and citizens." -Robert W. McChesney, author of The Political Economy of Media "In this succinct and damning critique of the pitfalls of public opinion reporting, Moore . . . argues that today's polls report the whims rather than the will of the people. ... Keen and witty throughout." -Publishers Weekly

Product Details

ISBN-13:	9780807042335
Publisher:	Beacon Press
Publication date:	09/01/2009
Edition description:	New Edition
Pages:	216
Product dimensions:	5.50(w) x 8.50(h) x 0.70(d)

About the Author

David W. Moore is a senior fellow at the Carsey Institute at the University of New Hampshire and a former senior editor of the Gallup Poll. The author of two previous books, How to Steal an Election and The Superpollsters, Moore has also written for the New York Times, U.S. News & World Report, TalkingPointsMemo.com, and Pollster.com. He lives in Durham, New Hampshire.

Table of Contents

Preface: Pollsters under Attack v

Chapter 1 Iraq and the Polls-The Myth of War Support 1

Chapter 2 Manufacturing Public Opinion 18

Chapter 3 Telling Americans What They Think 39

Chapter 4 Inscrutable Elections 58

Chapter 5 Misreading the Public 81

Chapter 6 Damaging Democracy 102

Chapter 7 Uncertain Future 119

Chapter 8 A New Direction 143

Afterword: America Speaks...Again 163

Acknowledgments 169

Notes 171

Index 189

Editorial Reviews

You will never regard political polls the same after reading David W. Moore's devastating inside account of their severe limitations and misapplications. This book should be required reading for journalists, political junkies, students, scholars, and citizens. —Robert W. McChesney, author of The Political Economy of Media

"In this succinct and damning critique of the pitfalls of public opinion reporting, Moore, former senior editor of the Gallup Poll, argues that today's polls report the whims rather than the will of the people. … Keen and witty throughout."—Publishers Weekly

"A powerful argument that polls do not merely misinform us but pose a genuine, if subtle, threat to our democracy."—Mark Crispin Miller

"The Opinion Makers is the most important book about the making of polls and public opinion that I have read. The account of how news stories drive polls should make us stop and ask whether the close relationship between the newsroom and polling operations is perhaps a bit too close. A must read."—W. Lance Bennett, director, Center for Communication and Civic Engagement, University of Washington, Seattle

From the Publisher