How does an election poll work as
a business, for example, in the US?
"For pollsters, there's no money in asking questions about
elections and releasing the numbers to the media. They do it as a marketing
tool to attract clients who want to know what people think about, say,
shampoo."
The fact is that commercial polls are where money is and election
polls, if paid for by news sources like newspapers, radio and TV, are not
profitable, and are often operated at a loss.
Opinion polls and market research
has been done for a long time. But there is no real way to verify even some
simple information like what percentage of the people are using this brand of
shampoo or that brand of toothpaste. Forget about asking the opinions of the
people if they prefer this policy or that policy or if they like this or that
political party, or the government, especially if you are at a place where
people still needs to get used to speaking out.
Predicting elections results correctly is about the only way for pollsters
to show they know their stuff. But it is not always easy to get the predictions
right. A classic example is the 1936 Roosevelt-Landon presidential election in
the US. The Literary Digest conducted a postal opinion poll aiming to reach 10
million people, a quarter of the electorate. After tabulating 2.4 million
returns they predicted that Landon would win by a convincing 55 per cent to 41
per cent. But the actual result was that Roosevelt crushed Landon by 61 per
cent to 37 per cent. In contrast, a small survey of 3000 interviews conducted
by the opinion poll pioneer George Gallup came much closer to the final vote,
forecasting a comfortable victory for Roosevelt.
With this success Gallup went on to establish the “American Institute of Public Opinion (AIPO)” with the goal “impartially to measure and report public opinion on political and social issues of the day without regard to the rightness and wisdom of the views expressed.” It was the real beginning of the claim by pollsters, past and present, that polls "can measure the true will of the people and that, through the polls, the people get a real voice in between elections and on all kinds of issues." Now there are reasons to suspect if that is not too much of a publicized or idealized view.
For the history and
development of opinion polls we will have to look at the history of this
industry in the US. It has its beginnings there and it still has its biggest
presence there. Forties in the last century was the time institutionalization
and professionalization of public opinion research made headway. In 1941 the
first university institute National Opinion Research Center at the University
of Chicago was founded followed by American Association for Public Opinion
Research, the first professional/academic association in 1946. The World
Association for Public Opinion Research followed one year later. In 1948 the Public
Opinion Quarterly the first academic journal was published. Development of
opinion polls in Europe was somewhat delayed because of the effects of the
World War.
Yet 12 years after Gallup's acclaim, the most
famous failure was the polls predicting that Republican
Thomas Dewey would beat incumbent Democratic president Harry Truman in the 1948
election. Not only Gallup, but two other major pollsters Crossley and Roper
were wrong too.
Candidate
|
Party
|
Electoral Votes
|
Percent Popular
Votes |
Final
Gallup Estimate |
Final
Roper Estimate |
Final
Crossley Estimate |
Harry Truman
|
Democrat
|
303
|
49.6%
|
44.5%
|
38%
|
45%
|
Thomas Dewey
|
Republican
|
189
|
45.1%
|
49.5%
|
53%
|
50%
|
"Between
1956 and 2004 the US presidential elections showed an average deviance of only
1.9 percent (based on Mosteller method 3, one of several statistical ways how
to calculate the margin of error ... But there have been major disasters for
the pollsters in many countries, e.g. the US presidential elections of 1980,
the British parliamentary election of 1992, or the German parliamentary
election of 2005", and US
presidential elections again in 2012. Even with these exceptions the polls were correct
in predicting election outcomes most of the time. This is really not
surprising, if we note that in mature democracies people have little reasons to
lie as to whom they'll vote for and given that the sample of eligible voters is
truly representative, and if the voter turnout is big enough, the numbers will
always prove to be correct. So, the explanations for prediction failures must find
fault with things other than the problem of the deceiving citizenry in those countries.
When
an incumbent and an inspiring candidate meet in the presidential elections the Americans
have a simple explanation for the results: the
people let the good one stay and kick out the bum. Maybe some pollsters
don't believe in such simple formulas or else they find it much harder to
distinguish a good one and a bum than people do.
The International New York Times (Why Polls Can Sometimes Get Things So Wrong,
July 3, 2014) explained:
The science of polling is
sound, but if you ask the wrong group of people your poll questions, you can
get the wrong answers. Think of it this way: An arrow shot by an expert
marksman has some chance of hitting the target depending on the wind, the
distance and any number of other things, but if the marksman aims at the wrong
target, those other things have nothing to do with why the arrow misses.
In 2012 Obama-Romney presidential elections, Gallup
was wrong again and gave four factors that reduced
the accuracy of its polling in a 17-page report. According
to Huffington Post, June 5, 2013 they were:
Misidentification of Likely
Voters. ... using a procedure developed in the
1950s ... Last year,
this likely voter model moved Gallup's estimate of the margin separating Obama
and Romney 4 points in Romney's direction.
Under-Representation of Regions. Gallup also weights
its data by a variety of factors ... effectively undersampling states that vote
more Democratic.
Faulty Representation of Race
and Ethnicity. ...Gallup in recent years has used an unusual method to ask
about race that distorted the racial composition of its samples when the data
were eighted. ...This led to a disproportionate number of people who said they
were multiracial, and that in turn distorted the weighting procedure,
effectively giving too much weight to some white voters.
Nonstandard Sampling Method. Before 2011, Gallup
had selected phone numbers using random digit dialing, or RDD, which calls
randomly generated numbers. This is the procedure that most national media
polls have used for decades. ... Gallup made a significant change in 2011, when
it dropped the RDD methodology for its landline sample, using instead numbers
randomly selected from those listed in residential telephone directories. ... But
the change came with a downside: Not everyone who has a landline has a listed
number. Although Gallup's initial research indicated that cell phone calls
would cover the difference, they didn't: The listed sample turned out to be
older and more heavily Republican than the RDD sample.
It is evident that all things being equal, exit-poll, that
is, polls taken at a sample of the voting stations of a sample of voters after they
have voted, would be much more accurate. But exit polling is not allowed
everywhere and for example Singapore and New Zealand have a complete ban. Less
accuracy aside, even when exit polls are allowed, pre-election polls are also
in much demand. Because "they
are the basis for campaign strategy by candidates, parties, and interest
groups. They are the primary tool that academics and journalists use to
understand voting behavior."
It is correct to say
that in US, the first day after elections is the beginning of the season for
next rounds of election polling. The only alertness, tenacity, and single
mindedness comparable with that in the case of our citizens seems to be their
search for cramming masters for their children as soon as a high-school
completion exam (which also doubles as the university entrance exam) is over. Maybe
we could expect a different kind of polling and marketing industry based on
this to develop as we now see a flurry of activities by polling pundits trying
to make inroads into Myanmar.