"The reason why our leading polling companies are so good, so often is that they go to great lengths to make their samples match the country’s population – by age, gender, region, social class, past vote and so on. Usually this process generates accurate results. But sometimes it doesn’t, either because the silent, unpolled, majority, differs from the poll-friendly minority in some way that is not captured even by the smartest demographic sampling – or because of “mode effects”, in which the way a poll is conducted prompts some respondents to conceal their true feelings."
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