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KGOU Election Season Special: Looking Behind the Poll Numbers (Jul 28, 2006)
In the weeks leading up to last Tuesday’s primary election, KGOU – like many media outlets – often used polling data to analyze the relative strength or weakness of the various candidates’ campaigns. But just how are polls conducted, and how reliable are they? Bill Shapard of the public opinion research firm gives us a tour of his company’s facilities and describes how he collects his information.

Learn more about’s research methods.

Listen to a sample of one of's automated, telephone polls.

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