Criticism
Nate Silver, statistician of FiveThirtyEight.com, called Zogby International's online polling division, Zogby Interactive, "The worst pollster in the world." ranking it last in his Pollster Rankings. He also ranked Zogby's Telephone polls 53rd of 64. He notes the pollster relies on one day polling which causes large fluctuations in data. Silver uses their misleading questions, seemingly to create a bias, as evidence for their status.
When conducting daily tracking polls, Zogby International only releases results for the 3 day average, as explained in a methodology statement on a 2008 Reuters/C-Span/Zogby poll which states that the 2008 election “daily tracking telephone poll will continue each day until the Nov. 4 election. With each new day of responses that are folded into the poll, the oldest third of the survey is removed, so the poll "tracks" changes in voter attitudes following events and developments in the race.”
In a review of the performance of polling firms during the 2008 elections, the Wall Street Journal noted that "Zogby International polled in eight states in the last week, including six of the closest races, and missed the final margin by an average of less than two points -- as accurate as the poll aggregators such as Pollster.com."
Read more about this topic: IBOPE Zogby International
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