John Zogby's creative polls: and a closer look at his methods.

IN A RECENT NEW YORK TIMES MAGAZINE COVER STORY about animal rights, journalist Michael Pollan reported that 51 percent of Americans believe that "primates are entitled to the same rights as human children." It was a surprising finding, but one that Pollan simply attributed to a "recent Zogby Poll." When Pollan's article came out, you can only imagine the celebration at the Doris Day Animal League, a group dedicated to establishing legal rights for chimpanzees.

The league's role in commissioning the survey went entirely unmentioned in the Times story. By hiring ...

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