ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book analyzes the impact of the changes in the 2012 presidential election cycle from a variety of perspectives. It describes how surveys are used in election campaigns. The book offers a concise history of polling in campaigns, and explains why polling is done, the methodology of polling, and how to understand polls. It also describes the complex rules of campaign finance and shows how contribution limits and reporting requirements apply to various people and groups. The book also analyzes the evolution and the strategic use of microtargeting in the 2012 campaign cycle. It examines voter turnout historically with a focus on stability and change between the 2008 and 2012 elections. The book also offers a history of the 2012 primaries and an analysis of Mitt Romney's general election campaign.
