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  Click, Beep, Ka-Ching: Villaraigosa Leads in 'Bot Poll
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Antonio Villaraigosa's leading a weekend SurveyUSA poll on the Los Angeles mayor's race by a hefty margin: A poll of 409 likely voters commissioned by KABC says:

Antonio Villaraigosa 36%
James Hahn 19%
Bernard Parks 15%
Bob Hertzberg 14%
Richard Alarcon 6%
Other/Undecided 10%

Villaraigosa's people were quick to crow, "Clearly, this polling shows that Villaraigosa's campaign isworking." But nine minutes later, Hertzberg's campaign quickly fired off a spin memo pointing out Survey USA's shaky track record and "dubious methodology" which proved to be far more interesting than the poll itself:
POWER
[T]he KABC findings should be considered deeply flawed.

In fact, SurveyUSA has been very wrong in LA primaries before. Just three weeks before the 2001 primary, SurveyUSA said that Hahn was beating Villaraigosa by 12. Villaraigosa ended up beating Hahn by 6.

Our own poll, conducted 2 weeks ago, shows Bob tied for second with Hahn at 20 percent - a jump of 10 points for Bob since December - while Antonio's poll apparently shows that Bob is in second, 5 points ahead of Hahn.

As a result, we expect Hahn's political consultants to launch their televised attack on Bob very soon.

There is plenty more evidence about SurveyUSA and a lot of it follows - but rest assured, we are confident that these results don't accurately reflect the momentum of the campaign.

SurveyUSA does not use a live person to administer their surveys. The questions are asked by a computer-generated digitally record voice. Responses are recorded via the keypad on the respondent's phone. In the words of Michael Traugott, chair of the Communications Studies Department at the University of Michigan and an expert on political polling, one of the limiting factors in this kind of polling is that the polling firm, he said, "has no idea who is on the other end of the phone. It could be a kid or someone who doesn't live at that address."

SurveyUSA chooses who to call on the basis of their phone number, rather than by selecting from a list of actual voters. This kind of sampling, known as Random Digit Dial, relies on voters to tell the truth about whether they are likely to vote in the election in question. In high turnout elections, this is not much of a problem - the respondent really is likely to vote. But in low turnout elections like the one happening next month, non-voters are more inclined to lie and give the socially desirable response - of course I plan to vote - than admit that they never actually make it to the polls.

In low turnout elections, RDD sampling introduces bias. Candidates with low name recognition are even less well known by non-voters than they are by likely voters. In other words, an RDD survey in a low turnout election will overstate the strength of a well-known candidate - like Jim Hahn or Bernard Parks - and understate the strength of a less well-known candidate - like Bob Hertzberg.

Taken together, these methodological flaws suggest why the SurveyUSA survey is showing Bob in 4th even as today's LA Times reports on Bob being one of the three top candidates"locked in an increasingly complex game of chicken."
I have to say the Hertzberg memo is compelling on the value of this poll - but not ecessarily due to the description of SurveyUSA's methodology.

It's my personal (and wholly unscientific) belief that it takes a certain kind of person to sit through a survey - any survey - on the telephone.

Add in the variables of whether you're the type to put up with unsolicited calls, unsolicited pollbot calls or phone calls and what you're looking at is something with the accuracy of a pinball score.

It's one thing to point a little technology at a follicle on the body politic - the other to take its temperature accurately as the recent L.A. Times poll did more than a wee bit better.

Oh, and if the subtext of this latest poll weren't obvious enough - whether or not you buy the numbers or the methodology - Hahn's in big trouble.


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Posted by: mack_reed on Tuesday, February 22, 2005 - 10:45 PM  
 
Click, Beep, Ka-Ching: Villaraigosa Leads in 'Bot Poll | Log-in or register a new user account | Comments
  
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