Opinion polling and political research share a deep, historical alignment. Rooted in the science of predication, political research has long relied on opinion polling as a methodology. Opinion polling though is a volatile science that faces challenges in credibility and quality. Political research should not be completely reliant on opinion polling, and effective research draws on innovative methods, considering the wider voter context and its insights. The proliferation of digital technologies has opened up a wealth of new data sources and opportunities for political research, however researchers should approach these with caution.
Definition
Opinion polling refers to a human research...