W. Joseph Campbell is a Professor of Communication Studies at the American University School of Communication. He joined the AU faculty in 1997, after some 20 years as a professional journalist. Assignments in his award-winning journalism career took him across North America to Europe, West Africa, and parts of Asia. Campbell is the author of seven books, including most recently Lost in a Gallup: Polling Failure in U.S. Presidential Elections. The book addresses prominent cases in which opinion polls misfired from 1936 to 2016.
Election polling is facing yet another reckoning following its uneven-at-best performance in this year’s voting. Although the outcome in the 2020 presidential race remained uncertain the next day, it was evident that polls collectively faltered, overall, in providing Americans with clear indications as to how the election would turn out. And that misstep promises to […]