The editorial use and presentation of opinion polls
The American press, with a long tradition of running its own polls, treats them as a key part of its news reporting. The key elements for success in this enterprise are commitments to time, space and staff, and a recognition of what polls can and cannot do in the news report. This article examines, according to a list of concerns presented to the author by Robert Worcester for ESOMAR, the key roles to be played by the different participants in the process.
- This could also be of interest