Polling the Polling Experts: How Accurate and Useful Are Polls These Days?

Turn on the Internet pick up your telephone or cell phone read a newspaper or watch television: No matter what the communication vehicle is polls and the reporting of poll results are ubiquitous. Yet how accurate are polls? Can they be manipulated? How do the Internet and the proliferation of cell phone users affect both marketing and political polls? And which polls are the most reliable? Knowledge at Wharton interviewed the experts.

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