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But it is not just Brexit and Romney that have given polling methodology a bad name.
Mr. Dowd publicly and sharply called the poll a "mess," prompting a public spat with the news organization's polling director about the nitty-gritty of polling methodology.
Nielsen/Netratings claim that Media Metrix violated basic polling methodology rules by combining two separate panels when Media Metrix merged with RelevantKnowledge and by contacting potential participants by direct mail instead of randomly calling them over the phone.
I used to do surveys for a living, so I know a little about polling methodology.
But note what's really happening now isn't just conservatives carping about polling methodology.
The full report isn't out till March but Patrick Sturgis, the man heading up the team of nine polling methodology experts undertaking the review, has already announced some of its key findings.
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I don't mean to keep repeating this point about polling methodologies, but it really does seem to be the easiest way to unpack the state-level data right now.
Moreover, they are watched by one of the largest voting groups -- the Millennials; and one can actually see which candidates are really ahead -- rather than solely relying on often antiquated polling methodologies loved by the traditional media outlets and pundits.
Third, and most important, if the volatility is about voter preferences and not poll methodology, it reflects the fact that (as David Moore has been reminding us) as many as a third of registered voters are willing to say they are less than certain about their choice.
One can debate the merits of different polling methodologies — but in Ohio, it has been a debate between polls showing Mr. Obama ahead by a narrow margin, and those showing him on top by a somewhat larger one.
Looking at rigorous qualitative measurement techniques, like recurring in-depth interviews or polling methodologies, will be pivotal to collecting and using these kinds of data to judge quality.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com