Why read The Opinion Makers?

Book cover of The Opinion Makers: An Insider Exposes the Truth Behind the Polls

Book description

With a new afterword by the author

Drawing on over a decade's experience at the Gallup Poll and a distinguished academic career in survey research, David W. Moore—praised as a "scholarly crusader" by the New York Times—reveals that pollsters don't report public opinion, they manufacture it. In this highly critical…

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Why read it?

1 author picked The Opinion Makers as one of their favorite books. Why do they recommend it?

Philip Graves

Author

Early in my career I was responsible for running the UK brand tracking and customer experience studies of a global brand. I was constantly battling to reconcile what the research told me with what the real data from the business showed was actually going on. This book, written by someone who was a senior editor at the Gallup market research company for years, helped me appreciate some of the reasons that survey results are inaccurate. It also reveals how opinion polls can be used to distort elections and manipulate people – scary stuff.

From Philip's list on The best books to understand consumers (and your consumer self).