What we know about opinion polling, political research

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Opinion polling and political research share a deep, historical alignment. Rooted in the science of predication, political research has long relied on opinion polling as a methodology. Opinion polling though is a volatile science that faces challenges in credibility and quality. Political research should not be completely reliant on opinion polling, and effective research draws on innovative methods, considering the wider voter context and its insights. The proliferation of digital technologies has opened up a wealth of new data sources and opportunities for political research, however researchers should approach these with caution.

Definition

Opinion polling refers to a human research...

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