Better Know a District: Competition, Demographics, Ideology and the Use of Pollsters in the 2010 U.S. House Elections

Abstract

Why do some congressional candidates hire pollsters, while others do not? Prior work claims candidates hire them when they face close contests. This argument does not explain the selection of pollsters in uncompetitive races, especially by incumbents, who also use pollsters to monitor the ramifications of some demographic changes in their districts and ideological incongruity with the constituencies. These determinants should be evident for the use of the most prestigious pollsters, and I argue that candidates hold in higher demand those survey research specialists who have worked for party campaign committees than those without party ties. But while challengers in close races can attract the services of these firms, incumbents in some vulnerable contexts, such as facing experienced challengers, are less able to do so. This study shows that constituency conditions and voter attitudes beyond electoral competition alone shape candidate use of pollsters, who serve representational needs to the extent they are contractually tied to the party organization, which extends its influence over but does not control the political consulting industry.