March 2, 2007

The Averaged American - Book Review

The Averaged American: Surveys, Citizens, and the Making of a Mass Public by Sarah E. Igo traces the history of market and survey research. BusinessWeek provides this solid book review. I have not yet read this book, but it is on my short list.

Polling, once considered a scandalous invasion of privacy, is now an accepted practice. More than 20% of Americans were polled at least once in the past year. As Igo aptly concludes, "we will continue to live in a world shaped by, and perceived through, survey data."

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