Market researchers, television networks, political consulting firms and interest groups are all active in polling and surveys. Surveys and polls have become an everyday occurrence and are no longer concentrated during pre-election periods. Independent agencies have databases full of information available to the public. Professionalism has grown and efficiency has increased. It is easier to contact people and keep records of responses.
Training is now available as well.
Although methods of polling have improved, it is still not foolproof. Who is asked as well as how it is asked can affect a person's response. While sampling errors can be avoided, bias is harder to avoid, especially in the more sensitive issues like abortion or race relations. The words used or the tone of voice a question is asked in can drastically alter an answer. Careful planning and training can reduce these errors, but the greatest danger to polling is the growing reluctance of the public to participate.