An insightful exploration of political polling and a bold defense of its crucial role in a modern democracy. Public opinion polling is the ultimate democratic process; it gives every person an equal voice in letting elected leaders know what they need and want. But in the eyes of the public, polls today are tarnished. Recent election forecasts have routinely missed the mark and media coverage of polls has focused solely on their ability to predict winners and losers. Polls deserve better. In Strength in Numbers, data journalist G. Elliott Morris argues that the larger purpose of political polls is to improve democracy, not just predict elections. Whether used by interest groups, the press, or politicians, polling serves as a pipeline from the governed to the government, giving citizens influence they would otherwise lack. No one who believes in democracy can afford to give up on polls; they should commit, instead, to understanding them better. In a vibrant history of polling, Morris takes readers from the first semblance of data-gathering in the ancient world through to the development of modern-day scientific polling. He explains how the internet and “big data” have solved many challenges in polling—and created others. He covers the rise of polling aggregation and methods of election forecasting, reveals how data can be distorted and misrepresented, and demystifies the real uncertainty of polling. Candidly acknowledging where polls have gone wrong in the past, Morris charts a path for the industry’s future where it can truly work for the people. Persuasively argued and deeply researched, Strength in Numbers is an essential guide to understanding and embracing one of the most important and overlooked democratic institutions in the United States.

A sweeping look at the messy and contentious past of US presidential pre-election polls and why they aren’t as reliable as we think. Polls in U.S. presidential elections can and do get it wrong—as surprising outcomes in 2020, in 2016, in 2012, in 2004, in 2000 all remind us. Lost in a Gallup captures in lively and unprecedented fashion the stories of polling flops, epic upsets, unforeseen landslides, and exit poll fiascoes in presidential elections since 1936. Polling’s checkered record in elections has rarely been considered in detail and, until now, has never been addressed collectively. Polling embarrassments are not all alike. Pollsters have anticipated tight elections when landslides occurred; they have indicated the wrong winner in closer elections; state polls have confounded expected national outcomes. Exit polling has thrown Election Day into confusion. The work of venerable pollsters has been singularly and memorably in error. It is a rare presidential election not to be marred by polling controversies. Lost in a Gallup casts a critical eye on major figures in election polling such as George Gallup, a prickly founding father of public opinion research. The book also considers the polling innovations of Warren Mitofsky, whose admonition rings true across generations: “There’s a lot of room for humility in polling. Every time you get cocky, you lose.” Lost in a Gallup examines how polling failure often equates to journalistic failure. Historically, poll-bashing was quite pronounced among prominent journalists, including well-known newspaper columnists such as Mike Royko in Chicago and Jimmy Breslin in New York. They and other journalists challenged the presumption that polls could accurately measure or interpret what the public was thinking. Even so, polls drive news media narratives about presidential elections, shaping conventional wisdom about how competitive those races are. As Lost in a Gallup makes clear, polls are not always in error. But when they fail, they can fail in surprising ways.

Interpreting poll data as a prediction of election outcomes is a practice as old as the field, rooted in a fundamental misunderstanding of what poll data means. By first understanding how polls work at a fundamental level, this book gives readers the ability to discern flaws in the current methods. Then, through specific political examples from both the United States and the United Kingdom, it is shown how polls famously derided as "wrong" were, in fact, accurate. While polls are not always accurate, the reasons we can and can’t (rightly) call them "wrong" are explained in this book. This book will equip readers with the tools to navigate the mismatch of expectations. It is not intended to replace more technical applications of statistics but is accessible to anyone interested in learning more about how poll data should be understood, compared to how it’s currently misunderstood.

Polling at a Crossroads presents an intuitive paradigm that allows us to understand and confront the challenges facing modern polling.

Called a "timely read for the politically inclined" (Booklist), this book from one of America’s most prominent pollsters offers readers a master class in understanding what polls can reveal about public opinion. Americans are preoccupied with political polls. In this book, John Zogby, one of America’s most prominent pollsters, offers readers a master class in understanding what polls can reveal about public opinion. He argues that those who focus only on the horse race numbers—who is leading and who is trailing—miss the many ways that polls can help us understand the fundamentals of the electorate at any given time. Illustrating his arguments from key political races of the last 40 years, Zogby shares true stories about how polls have been misused and when they have been used well or badly. Beyond the Horse Race will appeal to campaign professionals and armchair political junkies who want to understand the art and science of accurately gauging public opinion.

Young Americans are not reliable liberals. But drawing from over one hundred surveys from the present day back to the Great Depression, and from interviews with campaign professionals from the Barack Obama and Bernie Sanders campaigns, Zachary Cook argues that across the twentieth and twenty-first centuries, younger Americans have more faith in the power of government to provide better economic outcomes for all, and to effectively regulate business – if the right politicians can be found to do it. While older voters grow more skeptical about the federal government’s power to oversee the private sector, youth are more idealistic about the power of government to “do more,” even while they may distrust current politicians in office. Younger voters are not hostile to capitalism. They do not feel they have to choose sides between big government and big business. Given the current two-party system, this potential trust in the power of government works in the Democrats’ favor when appealing to the youth vote.

CBS News’ Elections and Surveys Director Anthony Salvanto takes you behind the scenes of polling to show you how to think about who we are and where we’re headed as a nation. As Elections and Surveys Director for CBS News, it’s Anthony Salvanto’s job to understand you—what you think and how you vote. He’s the person behind so many of the poll numbers you see today, making the winner calls on election nights and surveying thousands of Americans. In Where Did You Get This Number? A Pollster’s Guide to Making Sense of the World, Salvanto takes readers on a fast-paced, eye-opening tour through the world of polling and elections and what they really show about America today, beyond the who's-up-who’s-down headlines and horse races. Salvanto is just the person to bring much-needed clarity in a time when divisions seem to run so deep. The language of polling may be numbers, but the stories it tells are about people. In this engaging insider’s account, Salvanto demystifies jargon with plain language and answers readers’ biggest questions about polling and pollsters. How can they talk to 1,000 people and know the country? How do they know the winner so fast? How do they decide what questions to ask? Why didn't they call you? Salvanto offers data-driven perspective on how Americans see the biggest issues of our time, from the surprising 2016 election, to the shocks of the financial crisis, the response to terrorism and the backlash against big money. He doesn’t shy away from pointing out what’s worked and what hasn’t. Salvanto takes readers inside the CBS newsroom on Election Night 2016 and makes readers rethink conventional wisdom and punditry just in time for the 2018 midterms. He shows who really decides elections and why you should think about a poll differently from the forecasts popularized by Nate Silver and others. Where Did You Get This Number? is an essential resource for anyone interested in politics—and how to better measure and understand patterns of human behavior. For any American who wants to get a better read on what America is thinking, this book shows you how to make sense of it all.