Today's Washington Post Style Section features a lengthy Jason Horowitz profile of Scott Rasmussen, the pollster whose automated surveys have "become a driving force in American politics." Horowitz visited Rasmussen's New Jersey office -- he leads with the "fun fact" that Rasmussen "works above a paranormal bookstore crowded with Ouija boards and psychics on the Jersey Shore" -- and talked to a wide array of pollsters about Rasmussen including Scott Keeter, Jay Leve, Doug Rivers, Mark Penn, Ed Goeas and yours truly. It's today's must read for polling junkies.
It's also apparent from the piece that Rasmussen won't be joining AAPOR's Transparency Initiative any time soon:
Rasmussen said he didn't take the criticism personally, but he grew visibly annoyed when asked why he didn't make his data -- especially the percentage of people who responded to his firm's calls -- more transparent.
"If I really believed for a moment that if we played by the rules of AAPOR or somebody else they would embrace us as part of the club, we would probably do that," he said, his voice taking on an edge. "But, number one, we don't care about being part of the club."
With due respect, AAPOR's goal in promoting transparency issue is not about getting anyone to join a club (and yes, interests disclosed, I'm an AAPOR member) or even about following certain methodological "rules," it's about whether your work can "stand by the light of day," as ABC's Gary Langer put it recently.
And speaking of methodological rules, I want to add a little context to Horowitz' quote from me:
"The firm manages to violate nearly everything I was taught what a good survey should do," said Mark Blumenthal, a pollster at the National Journal and a founder of Pollster.com. He put Rasmussen in the category of pollsters whose aim, first and foremost, is "to get their results talked about on cable news."
The quotation is consistent with an argument I made last summer in a piece titled "Can I Trust This Poll," which explained how pollsters like Rasmussen are challenging the rules I was taught:
A new breed of pollsters has come to the fore, however, that routinely breaks some or all of these rules. None exemplifies the trend better than Scott Rasmussen and the surveys he publishes at RasmussenReports.com. Now I want to be clear: I single out Rasmussen Reports here not to condemn their methods but to make a point about the current state of "best practices" of the polling profession, especially as perceived by those who follow and depend on survey data.
If you had described Rasmussen's methods to me at the dawn of my career, I probably would have dismissed it the way my friend Michael Traugott, a University of Michigan professor and former AAPOR president, did nine years ago. "Until there is more information about their methods and a longer track record to evaluate their results," he wrote, "we shouldn't confuse the work they do with scientific surveys, and it shouldn't be called polling."
But that was then.
In the piece, I go on to review the findings of Traugott and AAPOR's report on primary polling in 2008, as well as Nate Silver's work in 2008, both of which found automated polling to be at least as accurate as more conventional surveys in predicting the outcome in 2008.
The spirit of "that was then" is also evident in quotations at the end of the Horowitz profile that remind us that automated polling depends on people's willingness to answer landline telephones and is barred by federal law from calling respondents on their cell phones:
"When you were growing up, you screamed, 'I got it, I got it,' and raced your sister to the telephone," said Jay Leve, who runs SurveyUSA, a Rasmussen competitor who uses similar automated technology. "Today, nobody wants to get the phone."
Leve thinks telephone polling, and the whole concept of "barging in" on a voter, is kaput. Instead, polls will soon appear in small windows on computer or television screens and respondents will reply at their leisure. For Doug Rivers, the U.S. chief executive of YouGov, a U.K.-based online polling company that is building a vast panel of online survey takers, debating the merits of Rasmussen's method struck him as "a little odd given we're in 2010."
Again, I'm doing the full profile little justice -- please go read it all.
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