Surveys seem to have fallen on hard times this year, considering their inability to predict winners and margins in the recent presidential candidate polls.

There are lots of reasons for their failure, all of which are prominent in the pollsters' explanations and apologies. It may really be true that the rapidly changing attitudes of political campaigns had many people vacillating – but the professionals should have taken that into consideration.

One of the reasons not heard is that people are getting tired of being polled (particularly at dinnertime) and are simply refusing to answer. Another reason is that surveys are too often wrong because people on the short end of polling results quickly turn things around with sound marketing techniques. Some marketers really do fight back.

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