Pew Research Center reports that societal and technological changes have made it increasingly difficult to contact and persuade respondents for the purpose of surveys. For a typical telephone survey, the contact rate (percent of households in which an adult was reached) was 90% in 1997, but today, it is just 62%. The cooperation rate (percent of households contacted that yielded an interview) was 43% in 1997 but is only 14% in 2012. Despite the declining rates, Pew maintains that polls continue to supply precise data.
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