One of the best books I ever read was a slim little paperback thing published in 1954 titled “How to Lie With Statistics,” by Darrell Huff. It was required reading in my “Ethics in Journalism” course at the University of Arizona when I attended grad school there in 1978.

I bring this book to your attention because it should also be required reading for anyone who takes any stock in the myriad of public opinion polls tossed in our faces during this dreadful political season.

Huff warns us, “The secret language of statistics, so appealing in a fact-minded culture, is employed to sensationalize, inflate, confuse, and oversimplify,”

Indeed. If you don’t already know this, polls are not the same as elections. News organizations buy polls to give them something to report, regardless of their accuracy. Polls are also useful for earning publicity for the purchasing news organization because every time the poll is cited in another news organization’s story, the purchasing network, station or publication’s name is mentioned…like the CNN/Wall Street Journal Poll, or the Mad Magazine/Hustler Poll. I made that one up. Doesn’t matter if the polls reflect reality. They can always tout the “margin for error,” to explain away the fact the poll’s results could be full of crap.

Political candidates buy polls to convince voters they’re winning. Corporations purchase polls to prove the world can’t live without their products or services.

It’s all in the wording of the questions. Sure, there can be the simple choice of candidate listed. But then the questions become even more leading. Say, “If Donald Trump wasn’t a misogynistic, lying creep, how much more likely would you be to vote for him?” Or. “How much does the fact that Hillary Clinton may very well be indicted affect your decision whether or not to vote for her?”

A company touting, say, its new miracle product  might ask consumers identified as ex-felons, “Agree or disagree that your personal well-being would be enhanced with a product that could completely dissolve the serial number from a weapon used in a crime.”

Huff covers that possibility with the declaration “there is terror in numbers.”

You may recall the polls appeared to predict Mitt Romney unseating Barack Obama from the White House four years ago, only to be handily disproven when actual votes were counted. The polls showed that because those cited were “internal polls” taken for Romney, and paid for by Romney’s organization. Gotta keep the customer satisfied, until poor Mitt let his polls blind him into deciding not to write a concession speech “just in case.” Unfortunately for him, the real poll, known as the election, didn’t square with his self-serving survey and Mitt had to concede to the fact he was unprepared to cogently concede.

This is why I completely disregard any sort of poll plastered on the screen or on the page, no matter the subject. I learned long ago, courtesy Darrell Huff’s 144 pages of truth, the margin for error, is the poll itself.