The Polls and Their Context

  • Roger MortimoreEmail author
  • Anthony Wells


Roger Mortimore and Anthony Wells explore the nature of modern opinion polling in the UK, which has changed dramatically in the few years since the last substantial studies were published: this provides necessary background to understand the performance of the polls at the 2015 election. Their chapter examines the changes which have taken place in British polling in recent years, covering the way in which polls are conducted, the number of polls published and the nature of the companies conducting them, the relationships between the polling companies and their media sponsors, and the way in which poll results are published and disseminated. The chapter also outlines the polling industry’s arrangements for self-regulation, by the British Polling Council and the Market Research Society.


Political Communication Opinion Poll Election Campaign Polling Company Public Service Broadcasting 
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Copyright information

© The Author(s) 2017

Authors and Affiliations

  1. 1.Ipsos MORI/King’s College LondonLondonUK
  2. 2.YouGovLondonUK

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