can contact more than a thousand people an hour, with the ultimate goal of reaching sometimes hundreds of thousands of households.
With the new technology of computer-aided telephoning and target selection, push polling is very cost-effective. "A single operator can make 80 to 100 completed calls with a short message each evening hour at a cost (depending on message length) of $0.45 to $1.30 per call," according to Sabato and Simpson. 35 Thus, 250,000 targeted calls can be made for $112,000 to $325,000--a bargain in the eyes of most political professionals.
In the heat of battle, especially in a multicandidate field, presidential candidates are forced to pull out all the stops to win. Push polls, in some cases, have become effective campaign weapons. The American voting public, especially in nominating races, has seen only the opening chapter of this aspect of shady politics.
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: U.S. Presidential Primaries and the Caucus-Convention System:A Sourcebook. Contributors: James W. Davis - Author. Publisher: Greenwood Press. Place of publication: Westport, CT. Publication year: 1997. Page number: 170.
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