How did it all go so wrong? It is a question that pollsters have had to face since the Conservatives rolled in to Downing Street after winning a majority in May’s general election – a result that none of the final polls predicted.
YouGov’s CEO Stephan Shakespeare admits the entire industry “has got a lot to answer for”. It was not the only case in recent history where the polls proved to be wide of the mark, though it is perhaps the most embarrassing. As UK academics noted in a blog for the Washington Post last month, criticism has also emerged Read full story ›
Source: Marketing Week
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