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Despite the polling profession’s greater technical sophistication, polls have grown ever more misleading. Far from gving leaders insight into the real concernes of the public, they often add to the disconnect that separates the policymakers from the mainstream of citizenary. This position is due to the flood of a kind of bad and misleading polls known as “Quickie Snapshot Polls”. In these snapshot polls virtually all policies issues are tackled and reported in the from of answers to single or very few questions. The appearance of telephone interviewing has accelerated this process, and the media and jouralistic values inevitably take precedence over values of credibilty, and other academic values. This article deals with the responsibilities of the academic institution towards the spread of these dangerous and misleading polls, depending on its constants and according to its responsibilities.
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