An Interview with John Ziegler on the Zogby "Push Poll"
I had the chance this afternoon to speak with John Ziegler, a documentary filmmaker and former radio talk show host who built the website HowObamaGotElected.com and is promoting a forthcoming documentary of the same name.
Ziegler was responsible for commissioning a Zogby International survey of Barack Obama supporters, which took the form of a multiple choice political knowledge test, stating a "fact" to the respondent and asking them which of the four major candidates (Obama, McCain, Biden, Palin) the statement applied to. Because I believe that many of the statements on the survey are questionable or false but are misleadingly presented as factual to the respondent, I characterized the survey as a "push poll" in an article posted early this morning.
Ziegler had contacted me by e-mail, asking if I'd like to interview him; the interview itself was conducted by telephone. Ziegler asked, among other conditions, that I post a full transcript of the interview, which I have. The transcript below is intended to be representative as possible from my shorthand transcript, with the exception of two or three rapid-fire ad-hominem exchanges being edited out. The transcript, however, is not safe for work.
Nate Silver
: Were only Obama supporters interviewed for the survey, or was everyone interviewed?
John Ziegler : The reason why I interviewed Obama supporters only is because I’m doing a documentary on the media coverage of the campaign and how the media coverage of the campaign impacted what Obama supporters knew or thought they knew about the campaign. I had planned from day one because I knew that no one would take seriously any random sampling of interviewees that I was going to commission a scientific poll of these questions. I also knew that it would be a lot cheaper for me to do a nationwide survey of Obama voters than the nation as a whole because basically I’d only have to do half the number of people to get a representative sample. When I went on FOX last night, I made a deal that if anyone on the left -- you're more than willing to take me up on this -- wants to ask the exact same deal of the McCain supporters and you get examples that are equal to or worse than the Obama supporters, then I’ll pay for your expense. The point here was not to show that Obama supporters were idiots -- there are plenty of idiots on both sides of the aisle -- but what information they got from the media that they were able to consume.
NS: Do you stand by all the statements in the survey as being unambiguously true?
JZ: I stand one hundred percent by the notion that there is absolutely zero ambiguity as to what the right answer is to any of the questions. With the one exception of the Palin-Russia-Alaska question which we asked the way we did for a very specific purpose which was to try and gauge the Tina Fey Effect which I think we did in a very effective manner which was what was actually said by Tina Fey, everyone attributed to Sarah Plain. But for purposes of scoring Obama supporters’ answers we counted Palin as a correct response.
NS: What was the right answer to that question?
JZ: The technically accurate question is that none of the four people said that, but we counted it as correct if they said Sarah Palin.
NS: Why would you commission a survey question with no correct response?
JZ: The purpose of the question, you pinhead, was we wanted to determine the Tina Fey Effect.
NS: Were the interviews conducted by telephone or online?
JZ: How can you ask a question like that and pretend that you have any clue what you're writing about! That's unbelievable that someone could write what you did! That is unbelievable that you wouldn't know that it's a telephone or an online poll and that you went on my summaries of the questions before the questions were even released!
<SNIP>
http://www.fivethirtyeight.com/2008/11/interview-with-john-ziegler-on-zogby.html
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