The problem with market surveys is that they are done with the market in mind. Again, not a cross section of the voting public. A good poll can take as much as ten days to two weeks to tabulate. Overnight polling is performed by TV ratings companies or by pollsters looking to influence opinion. When poll information is taken from clearly biased sources, question from the poll itself should be included in the report to show how wording influences answers.
Polls can be useful in spotting trends.
But polls are also easy. That kind of political reporting hones a reporter's political instincts. I proposed the temporary ban on reporting polls to a senior political reporter at NPR, and he was shocked. We would report what the politicians are saying and what voters are asking them. We would report the ideas of third party candidates simply because the polls had not written them off.