Entry:

Cantril, Albert H. and Cantril Susan D., Reading Mixed Signals: Ambivalence in American Public Opinion About Government. Baltimore: John Hopkins Univ. Press, 1999.

Abstract:

Polls can serve the public interest if pollsters strive to maintain high standards in methods and ethics and if an informed news media critically considers how such results should be reported. In this way poll data can provide accurate information and a corrective check to public debate.