One of the most prominent applications of survey research is election polling. In election years, much of our polling by focuses on people’s issue preferences, engagement in the election, opinions about the candidates, views of the campaign and voter preferences.
Although election polls attract a great deal of attention for their ability to predict the outcome of elections, their most important function is to help journalists and citizens understand the meaning of the campaign and the election. Determining voter preference among the candidates running for office would appear to be a relatively simple task: just ask them who they are going to vote for on Election Day. In fact, differences in how this question is asked and where it is placed in the questionnaire can affect the results.
Our goal is to do in-depth pre-election polling where the goal is to analyze and classify voters, and to track changes in fundamental political attitudes and values over time.
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