The Trouble with Polling

A long comprehensive look at polling, some recent mistakes, where the industry is going. 

Karlyn Bowman:

“…As political pundits and the general public prepare for the 2018 midterm elections this fall, it’s a safe bet that pollsters will undergo fresh scrutiny. Questions are still being raised about their performance in the 2016 presidential election, and the results from some major 2017 contests did little to allay those concerns. Few polls, for example, predicted the size of Virginia governor Ralph Northam’s nine-point victory last November. And in the special election last December for a U.S. Senate seat in Alabama, the final polls ranged from a nine-point victory for Republican Roy Moore to a 10-point victory for Democrat Doug Jones. Jones won by one and a half percentage points…”

https://nationalaffairs.com/publications/detail/the-trouble-with-polling