ABSTRACT
As the sophistication of the data-gathering process increased, candidates found a variety of uses for the information. First, polling provides a view of public opinion that can be compared with those of the candidate. Second, polling provides a basis for the expenditure of scarce campaign resources. Finally, a campaign can discover the standing of its candidate compared with an opponent. The benchmark survey seeks in-depth information about the voting public, with the intent of using that information to develop a campaign strategy. Tracking polls are a way of "keeping score", to know who is ahead at any given point in the campaign. A number of pollsters use a variety of names to describe other polls and surveys that have specific purposes. Exit polls are on-site surveys conducted on the day of the election with voters as they leave the voting booth. Cyberpolling is a relative newcomer to the field of polling.
