Measuring the attitudes of the general public via internet polls: an evaluation

Internet polls based on volunteer panels have quickly captured a significant slice of the UK polling market, based in large part on success at predicting the outcome of recent elections.
  

Measuring the attitudes of the general public via internet polls: an evaluation

Nick Sparrow ICM ResearchJohn CurticeStrathclyde University

Introduction

The rapid diffusion of the internet in recent years has brought in its wake a new method of conducting opinion polls. In the UK this new approach has been championed in particular by YouGov, which in just two years has rapidly captured a significant proportion of the market. The company hasdone so not least because of its success...

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