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The Value of Survey Information
We often want to know what people think. Surveys offer this mirror onto society. Articles published in newspapers and through digital platforms may cite survey data.
Alongside survey results, the name of the polling company is ideally included. Additionally, journalists when and how the polling was conducted, and how many people were surveyed.
What happens when this critical information is omitted? This article looks at two recent examples.
Good companies lose out
Political opinion polling — whilst highly visible — is a small part of what market research companies do. The Market Research Society estimates political opinion polling accounts for about 1% of research undertaken outside of general elections.
Publishing opinion polls serves to enlighten public debate — to offer that mirror to society — and demonstrate the capabilities of the research company.
Let us look at a recent example involving a now-rare constituency opinion poll. In the 2010–15 Parliament, numerous constituency surveys were paid for Lord Ashcroft.
Number Cruncher Politics (which are not members of the British Polling Council) conducted an internet river sample of 509 people living in Brecon & Radnorshire.
