I have put this in Jocks as I think Polling is a jock.  You get what you pay for.

This tutorial offers a glimpse into the fundamentals of public opinion polling. Designed for the novice, Polling Fundamentals provides definitions, examples, and explanations that serve as an introduction to the field of public opinion research.

Polling Fundamentals Sections
•Introduction
•Sampling
•Total Survey Error
•Understanding Tables
•Glossary of Terminology


http://ropercenter.cornell.edu/support/polling-fundamentals-sampling/

That's the old way, survey without including social media. 

This is a snapshot of how new polling is done.  It takes longer, because it incorporates data & public opinion from everywhere, including web sites like this... 

http://www.redmetricsgroup.com/

QuoteCan big data save lives?  Can digital marketing effectively deliver truth?  Can social listening enable cultural movements and drive political efforts?

Absolutely.

The Red Metrics team employs top-tier data sources, integrated tools, vibrant analytics, and digital marketing to reach measureable, definable goals.  Our founders have over 60 years of experience in various verticals including media, financial services, marketing, technology, fundraising, politics, media, manufacturing, and non-profits.

Data isn't static. It isn't boring. It isn't 1's and 0's.  Data is living, breathing, active.  Always working, always revealing, always informing.  Data is an ocean of insight and influence waiting to be explored and empowered.

Time to dive in. 

This type of polling is the direction "they" are headed, the old method of just surveying the public over the phone is the crap we hear cited on TV & Radio - not intended to be accurate, just meant to move public opinion.