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1 - The Three-Hatted Pollster

Published online by Cambridge University Press:  01 November 2024

Clifford Young  and
Kathryn Ziemer
Clifford Young
Affiliation:
Ipsos Public Affairs
Kathryn Ziemer
Affiliation:
Ipsos Public Affairs
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Summary

This chapter provides an overview of the purpose of the book, namely to help the user of public opinion data develop a systematic analytical approach for understanding, predicting, and engaging public opinion. This includes helping the reader understand how public opinion can be employed as a decision-making input, meaning a factor, or variable, to assess, predict, or influence an outcome. The chapter outlines how information from different disciplines, including cognitive psychology, behavioral economics, and political science, come together to inform the pollster’s work.

Keywords

data scientistpollstercognitive psychologybehavioral economicspolitical science
Type
Chapter
Information
Polls, Pollsters, and Public Opinion
A Guide for Decision-Makers
 , pp. 1 - 12
Publisher: Cambridge University Press
Print publication year: 2024

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