July 25, 2013

Why Telephone Polling 'Used' to be the Best. #marketresearch #methods

Interesting article about polling. I've long suspected that landline surveys don't work as well as they used to. Not only are they expensive (keeping call centres staffed, etc.), but "with response rates having dropped so low in general, there are some doubts about whether these samples can truly be considered random anymore."

And, "In some segments – especially young voters – land lines are as archaic as the rotary dial to an earlier generation." We saw this happen with the polling numbers for the 2010 Calgary municipal election - Nenshi was a 'surprise'...Only because the pollsters weren't talking to his constituents and either weren't looking or underestimated his Social media push.


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