Political polling and research have evolved dramatically with the advent of the digital age, presenting new opportunities and challenges. The transition from traditional methods like direct interaction and print media to digital platforms has transformed how political campaigns are conducted and analyzed. The rise of television and later, the internet and social media, has shifted the focus from face-to-face interactions to digital engagement, influencing voter behavior and campaign strategies.
The digital age has led to the development of sophisticated online research methods, despite challenges related to sampling representativeness, non-response bias, and social desirability bias. These issues highlight the complexities of accurately gauging public opinion in the current political landscape. The phenomenon of social desirability bias, where respondents provide socially acceptable answers rather than their true opinions, has particularly affected the reliability of polls, as seen in events like the UK’s EU referendum and the 2016 US presidential election.
The chapter underlines the expectation of continued growth in sophisticated online research methods in political polling and research. While online platforms offer advantages such as cost-efficiency and rapid data collection, they also introduce methodological dilemmas that researchers must navigate. The future of political marketing research will likely involve a blend of traditional and digital methods, focusing on reducing biases and improving the accuracy of political polls and analyses.
Citation: Ljepava, N., Selakovic, M. (2017). Trends and Challenges of Political Polling and Research in a Digital Age. Book Chapter in: Digital Spaces: Challenges and Expectations. ISBN 978-86-87107-00-7
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