Do It Right!
Polling technique can get pretty esoteric, particularly to people who are as statistically challenged as the author. But if you start from the goals, polling is pretty simple. A good poll:
If you're still reading, we'll assume you are not statistics-savvy. So instead of jumping directly to the stats and techniques, let's do things backwards, and describe the most common errors of polling.
- locates people who fairly represent the population (defined) (the larger group) we're interested in;
- asks them fair, comprehensible and useful questions;
- calculates results fairly, without reaching beyond the data; and
- is reported so people can understand where it does and does not apply.