Advertisement

The Polls and Their Context

  • Roger MortimoreEmail author
  • Anthony Wells
Chapter

Abstract

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.

Keywords

Political Communication Opinion Poll Election Campaign Polling Company Public Service Broadcasting 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Ashcroft, M. A. (n.d.). About—Lord Ashcroft polls. Retrieved 11 February 2016, from http://lordashcroftpolls.com/about/
  2. Ashcroft, M. A. (2005). Smell the coffee: A wake-up call for the Conservative Party. London: CGI Europe.Google Scholar
  3. Beckett, C. (2016). The battle for the stage: Broadcasting. In P. Cowley & D. Kavanagh (Eds.), The British general election of 2015 (pp. 278–301). Basingstoke: Palgrave Macmillan.CrossRefGoogle Scholar
  4. Broughton, D. (1996). Public opinion polling and politics in Britain (2nd ed.). Basingstoke: Macmillan.Google Scholar
  5. Butler, D., & Pinto-Duschinsky, M. (1971). The British general election of 1970. London: Macmillan.CrossRefGoogle Scholar
  6. Crewe, I. (1982). ‘Improving but could do better’: The media and the polls in the 1979 general election. In R. Worcester & M. Harrop (Eds.), Political communications: The general election campaign of 1979. London: George Allen & Unwin.Google Scholar
  7. Crewe, I. (1986). Saturation polling, the media and the 1983 election. In I. Crewe & M. Harrop (Eds.), Political communications: The general election campaign of 1983 (pp. 233–253). Cambridge: Cambridge University Press.Google Scholar
  8. Moon, N. (1999). Opinion polls: History, theory and practice. Manchester: Manchester University Press.Google Scholar
  9. Roodhouse, M. (2013). ‘Fish-and-chip intelligence’: Henry Durant and the British Institute of Public Opinion, 1936–63. Twentieth Century British History, 24, 224–248.CrossRefGoogle Scholar
  10. Wintour, P. (2015). Lib Dem polling brings hope of future coalition role. The Guardian. 19 February. Retrieved 8 February 2016, from http://www.theguardian.com/politics/2015/feb/19/lib-dem-polling-brings-hope-of-future-coalition-role?utm_content=buffer10dc9&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
  11. Worcester, R. (1991). British public opinion: A guide to the history and methodology of political opinion polling. Oxford: Basil Blackwell.Google Scholar

Copyright information

© The Author(s) 2017

Authors and Affiliations

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

Personalised recommendations