You can always get the answer you want if you ask the right question

In today's Wall Street Journal op-ed page, Arthur C. Brooks claims that most Americans oppose progressive taxation. This would seem to contradict most recent polling on the subject but Brooks has his own data:

A 2009 survey conducted by the polling firm Ayers-McHenry asked respondents to choose which of the following statements came closer to their views: "Government policies should promote fairness by narrowing the gap between rich and poor, spreading the wealth, and making sure that economic outcomes are more equal"; or "Government policies should promote opportunity by fostering job growth, encouraging entrepreneurs, and allowing people to keep more of what they earn." Respondents chose the second option over the first, 63% to 31%.

Jonathan Chait responds:

Ayers-McHenry is a Republican polling firm, and the question Brooks cites is an advocacy poll, not a legitimate survey of public opinion. Public opinion experts understand that loading the terms of a question can produce almost any result. The question cited in this poll is filled with loaded language to an almost comical degree.

Straightforward measure of public opinion show strong public support for a progressive tax system and higher taxes on the rich. Gallup finds that Americans overwhelmingly think the rich pay too little:

Raising taxes on the rich enjoys broad support, including among Republicans, though this belief is not reflected at all among Republican elites:

The Quinnipiac University poll found that 60 percent of Americans among both major political parties think raising income taxes on households making more than $250,000 should be a main tenet of the government's efforts to tame the deficit. More than 70 percent, including a majority of Republicans, say those making more than $1 million should pay more.

Polling on progressive versus proportional or regressive taxes is hard to come by. The conservative Tax Foundation asked a loaded question last year: "Would you support or oppose the government redistributing wealth by a much higher income tax on high income earners?" The language seems clearly designed to prompt a negative response, but respondents said yes anyway, by a 52%-31% margin. (This is probably why the Ayers-McHenry poll cited by Brooks threw in even more loaded terms in order to produce the desired result.)