Abstract:

The object is to review whether opinion polls are subject to the principal requirements of professional standards and best practices. The review should include the ESOMAR/WAPOR Guide to Opinion Polls (last revised in 1998) and identify which new technologies and developments need to be included: examples are Internet polls, political telemarketing, fund raisers in the guise of polls and consultations and referenda on policies etc. It is planned to make some suggestions on the key public relations issues regarding polls and recommend possible action to address them. It will also consider whether the industry should raise its public profile by commenting on key issues and if so, how this might be done.