From The Gallup Organization-the most respected source on the subject-comes a fascinating look at the importance of measuring public opinion in modern society.
For years, public-opinion polls have been a valuable tool for gauging the positions of American citizens on a wide variety of topics. Polling applies scientific principles to understanding and anticipating the insights, emotions, and attitudes of society. Now in POLLING MATTERS: Why Leaders Must Listen to the Wisdom of the People, The Gallup Organization reveals:
- What polls really are and how they are conducted
- Why the information polls provide is so vitally important to modern society today
- How this valuable information can be used more effectively
- and more…
