Polls or Surveys - How Indispensable are They?

Polls or Surveys - How Indispensable are They?
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Public opinion polls or surveys are everywhere today. Polls have become indispensable to finding out what people think. They pervade commercial and political life. Poll results are constantly reported by national and local media to a public that is largely skeptical.

There is no escaping the flood of information and disinformation from polls, with the internet enhancing the misuse of polls. How can you have reasonable assurance that a poll is good? What criteria have to be met for this? We are constantly assured that legitimate surveys are accurate and serve their purpose.

I’m Svetlana Ekimenko, and with my co-host on Looking Forward, acclaimed Russian writer Victor Erofeyev, we are joined by Keiran Pedley, pollster and election expert at GfK NOP,UK to explore the world of polls and surveys.

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