Recent political polls with widely varying percentages given to the same leading political contenders is just the most recent trend pointing to the credibility erosion the public and companies are having in the way opinionated data is collected, and consequently the resulting information itself. The industry, for all of its role as the funnel of new knowledge, continues to rely on quantitative AND qualitative collection procedures that go back over 50 years ago. Hence, the industry’s shrinking numbers succumb to a death of their own doing.
Is this demise inevitable? Can this be prevented? Maybe!
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