What's the Difference Between Political and Commercial Poling?

As the culture wars intensify, it seems that all sources of neutral authority get challenged and that includes opinion polls. Accusations about bias and unreliability fly around and yet everyone seriously engaged in the political process studies polls closely because they think they contain important truths. So are polls becoming more reliable because of improved techniques or less so because of the increasingly fractured and perhaps, increasingly difficult to measure nature of western democracies. British polling expert Mark Pak – author of Polls Unpacked - discusses the future of opinion polls.

Owen Bennett-Jones is a freelance journalist and writer. A former BBC correspondent and presenter he has been a resident foreign correspondent in Bucharest, Geneva, Islamabad, Hanoi and Beirut. He is recently wrote a history of the Bhutto dynasty which was published by Yale University Press.

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