http://www.latimes.com/opinion/op-ed/la-oe-0327-santos-polling-problems-20160327-story.html

We should consider the source before trusting a poll, much like we do stock market tips or sports picks. Polling organizations that are members of American Assn. for Public Opinion Research’s Transparency Initiative provide a standard level of technical disclosure about their methods for anyone who is interested in getting into the weeds. Regardless, while pollsters scramble to build a better mouse trap, we should be cognizant that election forecasts can and will continue to fall short. We should avoid using them to pick among candidates. And, of course, we should all get out and vote.