Cover
Title Page
Copyright
Contents
Introduction
1. The First Political Polls
2. How Political Polls Work
3. The Rights and Wrongs of Polling Questions
4. Is It All about Voting Intention?
5. Other Types of Polls
6. Polling Gets It Right
7. Polling Gets It Wrong
8. Regulating Opinion Polls
9. Alternatives to Opinion Polls
10. Even Good Polls Mislead
11. Judging Polling Firms
12. Making Sense of the Polls
Thank You
References
Further Reading
Acknowledgements
Index