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Psephology (public opinion polling) has been described as falling between social science and journalism. R.H.S. Crossman once wrote that in his experience politicians suffered from a mild kind of schizophrenia about polls. Many politicians, especially when the polls made an adverse prediction, tended to express a rather lofty disdain for their accuracy. On the other hand, if election results confirmed pollsters' predictions, the politicians would talk darkly of the malignant influence of the polls' findings on the minds of the electorate. British polls, such as Morgan-Gallup, and N.O.P. differ in that they use a short-cut procedure known as "clustering". The advantage of clustering is that a bigger sample can be obtained for the same cost while the advantage of the A.N.O.P. method is that the sample is exactly random, rather than approximately random, at the time it is drawn. Of course, no sample is ever collected as it is drawn,...

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