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Edited on Wed Mar-03-04 05:21 PM by depakote_kid
First of all (not to reiterate what the above posters have said):
Who are they getting their data from?
Sampling errors have been the bane of political polls since the literary digest poll predicted Alf Landon would beat FDR in 1936. They also brought you Dewey defeats Truman and a host of other misadventures far too numerous to list. Even very slight, seemingly insignificant deviations from true random sampling introduces bias- which, by the way, can be predictable in the direction it skews the results- and so not always "bad" from a pollster's point of view, particularly if the client want to produce a certain set of results to support their agenda.
The points about respondents with a predisposition to hang up or surveyors not calling cell phones are well taken. A poll can be reliable within some confidence interval and still not give valid results. Happens all the time.
Where do they get there data from?
National political polls use some form of multistage clustering to draw their "random samples" from. Since political attitudes are correlated with regions (and districts within regions), getting a good "national" sample is tricky, to say the least. To get a feel for how this works, imagine a map of the US divided into regions and counties. Now, imagine that you're designing a national opinion poll on some contentious attitude or another. You have to draw your results from scattered counties all across the country to get what you hope will be a representative sample. It's not easy to do- if you inject your knowledge about the counties into the equation, you'll end up with bias. On the other hand, if you choose the wrong counties in the wrong regions, you don't get a representative population.
National polls are always suspect for this reason (and frequently worthless anyway, considering the nature of the electoral system).
As another poster pointed out, polls are very poor predictors of future behavior. One only has to look at this year's primary elections to see that. The closer they are to an election, they better they predict, but even then they are sometimes off by considerably more than their margin of error.
Given that many pollsters have an agenda, and that even when the best statistical methods are in place, the results can be manipulated by something so simple as the form or the order of the questions, you should always question what they're really telling you, why they're trying to tell it to you and whether what they're asserting accurately reflects reality. As often as not it doesn't.
One final point- even skewed polls can be useful for some things. They can be good indicators of trends, provided that you read the results with care and an ample dose of skepticism.
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