What’s the Matter With Polling?

OVER the past two years, election polling has had some spectacular disasters. Several organizations tracking the 2014 midterm elections did not catch the Republican wave that led to strong majorities in both houses; polls in Israel badly underestimated Prime Minister Benjamin Netanyahu’s strength, and pollsters in Britain predicted a close election only to see the Conservatives win easily. What’s going on here? How much can we trust the polls as we head toward the 2016 elections?

Election polling is in near crisis, and we pollsters know. Two trends are driving the increasing unreliability of election and other polling in the United States: the growth of cellphones and the decline in people willing to answer surveys. Coupled, they have made… READ MORE