19 Jan 2017

Using Qualitative Research to Prevent Another Election Debacle

Much has been written about, discussed, and broadcast about the apparent failure of public opinion and political polling in 2017.

To be clear, there was not an issue with the data in the U.S. election; almost all reputable polls were within the margin of error nationally. There were certainly issues with the interpretation of the results, and challenges associated with trying to translate national polls into state results for an Electoral College projection.

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Tagged: Quantitative Research, Qualitative Research, Political Polling

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