Epub Political Polling in the Digital Age: The Challenge of Measuring and Understanding Public Opinion (Media and Public Affairs)

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The 2008 presidential election provided a &quotperfect storm&quot for pollsters. A significant portion of the population had exchanged their landlines for cellphones, which made them harder to survey. Additionally, a potential Bradley effect -- in which white voters misrepresent their intentions of voting for or against a black candidate -- skewed predictions, and aggressive voter registration and mobilization campaigns by Barack Obama combined to challenge conventional understandings about how to measure and report public preferences. In the wake of these significant changes, Political Polling in the Digital Age, edited by Kirby Goidel, offers timely and insightful interpretations of the impact these trends will have on polling.In this groundbreaking collection, contributors place recent developments in public-opinion polling into a broader historical context, examine how to construct accurate meanings from public-opinion surveys, and analyze the future of public-opinion polling.

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