Opinion polling is a scientific and representative survey aimed to gauge the opinions of a given set of people or population. For example, they gauge public support for political parties and candidates and public opinion on a wide range of social and political topics, among other things.
Survey research that has been properly done and disseminated provides the general public with an opportunity to have its voice heard. The public, legislators, the media, and other interested parties have access to precise public views and intentions through opinion polls.
The following are the two most important aspects of scientific surveys:
a. Respondents are chosen by the research organisation based on specified criteria to assure representativeness, rather than being self-selected; and
b. Questions are framed in a balanced manner to ensure accuracy.
Those who conducted incorrect or phoney electoral opinion surveys have the opportunity to review their methodology to redeem their academic credentials. They have nothing to lose by disclosing to the public their conclusions as to why their opinion polls were incorrect.