Psephology : Science or Black art ?

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Psephology is a fancy name given to " the study of elctions and voting , and the statistical analysis in the prediction of results." It derives fron Greek Psephos(pebble)+logy(study).And, thereby, hangs a tale or a little bit of history of democracy itself.The ancient greeks used pebbles as ballots to register votes in elections. The word ballots has come from this. In India , Psephology has been in vogue for more than a decade and has given rise to controversy.Its reliability and utility are in question.Many regard this Science of voting prediction as merely a "black art". What do you think ?