Strength in Numbers: How Polls Work and Why We Need Them

Public opinion polling is a vital democratic process that gives every person an equal voice in letting elected leaders know what they need and want. However, polls are often tarnished and focused solely on predicting winners and losers. In Strength in Numbers, data journalist G. Elliott Morris argues that the larger purpose of political polls is to improve democracy, not just predict elections. He takes readers from the first semblance of data-gathering in the ancient world to the development of modern-day scientific polling and explains how the internet and "big data" have solved many challenges in polling but also created others. Morris charts a path for the industry's future where it can truly work for the people.

Format: Paperback / softback
Length: 224 pages
Publication date: 25 August 2023
Publisher: WW Norton & Co

Public opinion polling is a cornerstone of democracy, providing every individual with an equal platform to express their needs and desires to elected leaders. However, the perception of polls has been marred by recent inaccuracies and a narrow focus on predicting winners and losers. Polls deserve better.

In his book "Strength in Numbers," data journalist G. Elliott Morris makes a compelling case that political polls serve a broader purpose than mere election predictions. Whether utilized by interest groups, the media, or politicians, polling acts as a conduit between the governed and the government, granting citizens influence that they would otherwise lack. It is essential to uphold the value of polls and commit to improving our understanding of them.

Morris traces the historical evolution of polling, from the earliest attempts at data gathering in ancient times to the development of modern scientific polling methods. He highlights how the internet and "big data" have revolutionized the field, offering solutions to challenges and creating new ones. The book delves into the rise of polling aggregation and election forecasting techniques, shedding light on how data can be manipulated and misrepresented. It also demystifies the inherent uncertainty associated with polling.

Morris candidly acknowledges past mistakes in polling and outlines a vision for the industry's future where it can truly serve the people. He advocates for greater transparency, accountability, and diversity in polling practices, ensuring that the voices of all segments of society are heard and represented.

"Strength in Numbers" is a well-researched and persuasive argument that emphasizes the importance of understanding and embracing public opinion polling as a vital democratic institution. It provides a comprehensive guide to the industry, shedding light on its past, present, and potential future. By embracing the power of polling, we can strengthen our democracy and ensure that elected leaders are held accountable to the needs and aspirations of the people.

Weight: 184g
Dimension: 138 x 209 x 16 (mm)
ISBN-13: 9781324052074