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    4. Demographic data

    As use of commercial voter lists by campaigns and public opinion researchers has grown, data offerings provided by voter file vendors have expanded. On top of standard political offerings, many vendors now provide a host of additional demographic and lifestyle data generated through predictive models or gathered from other sources. This chapter compares demographic data […]

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    3. Variability of survey estimates

    While previous sections of this report have focused on the kinds of systematic biases that may be the largest worry when it comes to public opinion polls, the variance (or precision) of estimates is important as well. Pollsters most commonly talk about precision in terms of the “margin of error” (MOE), which describes how much […]

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