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This is the sort of thing that really has no great methodological options.
I'd be surprised if it isn't pretty noisy and correlated with winter severity. For that reason, you wouldn't want to put much stock in a single number. As long as they do it consistently though, trends over time should be ok.
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He’s probably waiting for the right moment, or maybe he hasn’t been told about the report yet.
Do you think the methodology makes sense? January is winter, and a lot of people might be looking for somewhere a bit warmer and more sheltered from the cold.