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Zogby International
Type Private
Founded Utica, New York, 1984
Founder(s) John Zogby
Headquarters Utica, New York,
 United States
Area served Global
Key people John Zogby, President/CEO
Gary Smith, COO
Michael Calogero, Admin Exec
Industry Market research
Website www.zogby.com

Zogby International is a U.S. market research, opinion polling firm founded in 1984 by John Zogby. The company polls and consults for a wide spectrum of business media, government, and political groups, and conducts public opinion research in more than 70 countries[1]. Zogby International is headquartered in Utica, New York, with offices in Washington, D.C., Miami, Florida, and Dubai, United Arab Emirates.

Contents

Company History

John Zogby founded the polling firm Zogby International in 1984. Since then, he has conducted polls and focus groups around the world, though he has gained the most publicity for his polls of United States Presidential elections.

Zogby has been known as an industry innovator, making it standard practice to weight his political polls using party indentification, which was not a common practice when he began to do so. Today, it is widely accepted as a best practice for the industry. Zogby himself credits this as one key reason his political polling has been so accurate over the years.

Another key reason for the Zogby success stems from his decision to maintain an in-house call center using live operators in Upstate New York. But, with the dramatic changes in the telephone industry in recent years, Zogby in 1998 began developing an interactive online polling methodology using a massive database of respondents that closely represents the national population at large.[2]

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Company Timeline

He first gained attention in the 1992 presidential election when he released a survey showing the New York State Governor Mario Cuomo would lose in his home state to incumbent President George H. W. Bush. That poll is widely thought to have pushed Cuomo from the race. Later, he gained more national attention in the 1996 Presidential election when his final poll came within a tenth of a point of the actual result. Zogby also correctly polled the cliffhanger result of the 2000 presidential election won narrowly by George W. Bush, in contrast to most other pollsters who had expected Bush to win easily.

In 2004, while his actual polling was correct, his Election Day prediction failed to materialize. Before polls had even closed in the 2004 presidential election, Zogby predicted a comfortable win for John Kerry (311 electoral votes, versus 213 for Bush, with 14 too close to call), saying, "Bush had this election lost a long time ago," adding that voters wanted a change and would vote for "any candidate who was not Bush." While admitting that he was mistaken, Zogby did not admit any possible flaws in his polling methods, insisting that his predictions were all within the margin of error. While on The Daily Show With Jon Stewart, he said he felt that Kerry would win due to the undecided voters. Despite his personal prediction, Zogby's final poll showed Bush with a one point lead over Kerry.[3] Zogby later released a "Mea culpa" in which he stated "I will do better next time: I will just poll, not predict."[4]

In 2006, Zogby phone polling correctly called all 10 competitive United States Senate races and nailed the exact margin in the three closest races. His interactive online polling correctly called the winner of 17 of 18 races, but was far off in the margin of victory of some races.[5]

Prior to the January, 2008 New Hampshire Democratic primary, Zogby, like virtually all other pollsters, showed in his polling a large (13 points, in Zogby's case) lead for Barack Obama over Hillary Clinton, adding, "Obama is still on a roll and not slowing down. He had another big day." Clinton went on to win by three percentage points. Zogby's polling results in the Iowa Caucuses, and the South Carolina, and Florida primaries, however, were far closer, and he was one of only a few pollsters to correctly call Obama's Iowa win. However, his final poll in California showed Obama winning by 13%, but the actual results showed Hillary winning by 10%, a 23-point difference far beyond the margin of error.

The company also had success with elections in countries outside the United States. He correctly called the 2001 Israeli election for Ariel Sharon, the 2000 Mexican election for Vicente Fox and again in Mexico with the victory of Felipe Calderón in 2006. Also, made a sideline of polling Arab attitudes toward the United States, particularly in regard to Lebanon.

Services

Zogby International offers its clients in a variety of industries the knowledge necessary for informed strategic decisions, as well as experienced and objective analysis and consultation.

  • Communication Services
  • Consulting / Strategic Planning
  • Information Products and Market Research
  • Opinion Polls / Surveys

See also

Notes

  1. ^ "About Zogby International". Zogby International. http://www.zogby.com/about/index.cfm. Retrieved 2008-08-09.  
  2. ^ "Election 2006—Zogby Polling on the Mark in Tumultuous Midterms". Zogby International. 17 March 2006. http://www.zogby.com/news/readnews.dbm?id=1064. Retrieved 2008-09-08.  
  3. ^ Alan Wirzbicki (5 November 2004). "Late polls are seen as largely accurate". Boston Globe. http://www.boston.com/news/nation/washington/articles/2004/11/05/late_polls_are_seen_as_largely_accurate/. Retrieved 2008-09-08.  
  4. ^ John Zogby (8 November 2004). "Mea Culpa: I am a Pollster, Not a Predictor". Zogby International. http://www.zogby.com/news/ReadNews2.dbm?ID=928. Retrieved 2008-09-08.  
  5. ^ Carl Bialik (16 November 2006). "Grading the Pollsters". The Wall Street Journal. http://online.wsj.com/public/article/SB116360961928023945-NgMgbTwNTEbcTx_C47luM8eH8lM_20071115.html?mod=blogs. Retrieved 2008-09-08.  

External links


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