Truth in Polling
October 11, 2010 - by
Ferrel Guillory – along with his colleagues and students in the Program on Public Life at UNC’s School of Journalism
This is timely, given the plethora of polls today, the extensive media coverage they get and the mystery about which ones to believe.
When I was running campaigns, I never put much stock in polls sponsored by news organizations or any group with an ax to grind. Too many polls were done on the cheap. Others were clearly intended to influence public opinion, not measure it.
Note to media: Stop reporting the “margin of error.” I know you’re seeking full disclosure, but that’s just statistics.
Instead, readers need to know who paid for the poll, who and how many people were interviewed and whether the poll was automated or done by live interviews. Even then, you won’t know whether the totality of the polls’ questions were stated in a fair and balanced way.
Armed with that information – and the information in Ferrel’s study – discerning readers still must use their common sense and judgment to decide which polls to believe.
Posted in General
Truth in Polling
October 11, 2010/
Ferrel Guillory – along with his colleagues and students in the Program on Public Life at UNC’s School of Journalism
This is timely, given the plethora of polls today, the extensive media coverage they get and the mystery about which ones to believe.
When I was running campaigns, I never put much stock in polls sponsored by news organizations or any group with an ax to grind. Too many polls were done on the cheap. Others were clearly intended to influence public opinion, not measure it.
Note to media: Stop reporting the “margin of error.” I know you’re seeking full disclosure, but that’s just statistics.
Instead, readers need to know who paid for the poll, who and how many people were interviewed and whether the poll was automated or done by live interviews. Even then, you won’t know whether the totality of the polls’ questions were stated in a fair and balanced way.
Armed with that information – and the information in Ferrel’s study – discerning readers still must use their common sense and judgment to decide which polls to believe.
Posted in General