The history of opinion polling in Britain
This opening chapter looks at the history of opinion polling in Britain, taking in the principal developments in polling from the 1930s onwards as well as considering the latest changes affecting polling practice, particularly the technological innovations during the 1980s. The chapter is relatively brief because more detailed histories are already easily available, specifically those of Worcester (1983: chapter 4; 1991: parts I and II) and Marsh (1982: chapter 2).
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