This book examines political polling through a number of perspectives. Renowned German pollster and academic Prof. Dr. Wolfgang Donsbach sets the scene in Chapter 1 when he states: “Four things had to emerge and come together for modern public opinion research as we know it today: counting human beings, using humans’ answers to questions as a source of scientific evidence, the principle of sampling, and thinking in variables.” That observation sets the scene for an unfolding analysis by a number of authors, all experienced exponents in their
respective fields.
We examine the impact of social media on modern political polling and the often testy and tortured relationship between pollsters and the media and how broader public opinion is influenced by both with the media, itself, becoming an essential financial and editorial - even manipulative - partner in the political contest. Case studies of political influence on pollsters at election time, in this regard in Thailand, give a revealing insight into the unique political pressures pollsters can face in some Asian countries.
Then there are the arguments for and against focus groups as an effective means of gauging public opinion; the question of how ready Asia-Pacific is to embrace online polling, with its many advantages but some drawbacks compared to traditional polling methods and the effects of polls on political opinion and the electorate. Why are governments worried about the publishing and dissemination of public opinion?
There is much here to examine, consider and analyse. Thanks to their collaborative effort, the authors of this book provide a highly articulate, useful tool for anyone interested in political polling to absorb and
learn from.
If you would like to receive a hard copy of this publication please send an email with your details to: simon.winkelmann@kas.de
