1. PRESIDENTIAL ADDRESS.
- Author
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Traugott, Michael
- Subjects
- *
PUBLIC opinion , *PUBLIC opinion polls , *NEWS agencies , *PUBLIC interest , *SOCIAL surveys , *SURVEYS - Abstract
The article relates the concern about polling in the public's interest. Polling has become ubiquitous for a variety of reasons. Probably the most important is that the cost of data collection has declined and anyone can get into the game for a marginal investment. A second important factor was a set of business and editorial decisions by news organizations that they could produce their own data rather than accept the preprinted results from major national polling firms. By exercising independent judgments about newsworthy topics, writing their own questions, deciding on their field periods and conducting their own analyses and writing them up, these organizations satisfied a long-standing institutional desire for independent fact gathering and interpretation. Eventually, these decisions carried over to the development of the networks' exit poll operations and then to the consolidation of these efforts. The proliferation of polls presents a problem for citizens who are at one and the same time generally interested in public opinion and what their fellow citizens think and yet have almost no ability to differentiate good data from bad, useful information from useless or to understand why two polls might produce seemingly different results.
- Published
- 2000
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