• Business

    Beyond the Horse Race: Understanding the True Value of Polling with John Zogby

    John Zogby, seasoned pollster, in Beyond the Horse Race: How to Read Polls and Why We Should, discusses the issues surrounding polling, teaching the reader to move beyond election prophecy and understand the dynamics buried deeply within these surveys regarding public attitudes. In using anecdotal experience from himself, case studies, and expert analysis, Zogby drives in the point that polling includes much more than the prediction of winners, capturing instead the bigger picture of societal shifts and understanding human behavior. Strengths and weaknesses of polling Zogby will first discuss the dual nature of polls and how sometimes they can succeed in identification of trends but most of the times fail…