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The dark art of political polling

The dark art of political polling

It is election year in New Zealand as we all know, and already we are seeing all the major media outlets pump out their political polls, whether it is online or during the 6pm news. But, why do we have political polls? Are they accurate? And what should you the voter be looking for when you are presented with different polls across multiple platforms? Well earlier I spoke to political polling expert Murray Campbell from Baseline Consultancy and I began by asking him what the primary purpose of political polls is.