As internet use grows– whether through a traditional computer, tablet, gaming device or cell phone – new techniques are being developed to conduct social research and measure people’s behavior and opinion while they are online.
Pollsters sometimes match a “generic” Republican or Democratic candidate against an incumbent, or use a generic ballot to forecast which party is ahead in congressional elections. How to read these polls.
In every campaign cycle, pollwatchers pay close attention to the details of every election survey. And well they should. But focusing on the partisan balance of surveys is, in almost every circumstance, the wrong place to look.