… Cliff Zukin, past president of the American Association for Public Opinion Research and a Rutgers University political science professor, wrote recently that “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.”
Despite those challenges, social scientists, market researchers, political operatives and others still rely on polls to find out what people are thinking, feeling and doing. But with response rates low and heading lower, how can survey researchers have confidence in their findings? Scott Keeter, director of survey research at Pew Research Center, addresses this and related questions below. CONT.
Drew DeSilver & Scott Keeter, Pew