Where Did You Get This Number? is a very useful and easy-to-read primer on the basics of modern polling. However, those seeking detailed discussion of contemporary polling issues and controversies will probably have to look elsewhere.
... breezy and informative ... Mr. Salvanto... explains matters well known to political junkies: how samples are weighted to reflect relevant characteristics of the expected electorate; how questions are worded to avoid nudging respondents in one direction or another; how a random sample of 1,000 people can almost always provide a usefully close approximation of the opinions of tens of millions ... If you want to get a feel for what it’s like working at a network decision desk on election night, go read Mr. Salvanto’s first chapter.
... enlightening ... The author lays out a highly readable discussion using real-world examples that illustrate the value of polling, not the least of which is tracking changes in attitudes, beliefs, and feelings over time.