Why cellphones — and trust — may be affecting polling data

Marketplace Tech

There was a time when pollsters went door to door to figure out what people were thinking. Gallup did that for almost 50 years, before switching mostly to telephones by the mid-’80s. Phone polling was cheaper but still reliable. That is, until the cellphone came along. Marketplace’s Lily Jamali asked Jon Clifton, CEO of Gallup, about the complexities of reaching people to get their views. His company stopped doing presidential horse-race polling in 2012, but still asks Americans for their views on the sitting president and topics ranging from immigration to inflation.

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