The Values-Vote Myth
New York Times — “Much of the misinterpretation of this election derives from a poorly worded question in the exit polls. When asked about the issue that most influenced their vote, voters were given the option of saying “moral values.” But that phrase can mean anything - or nothing. Who doesn’t vote on moral values? If you ask an inept question, you get a misleading result.”
This is a good point about research in general. The structure of your research will drive your results. It is folly to assume that results are useful without considering the source.