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Tips for journalists reporting on opinion polls and surveys
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Polling and survey research is evolving, posing an election-year challenge for reporters striving to convey results accurately and in appropriate historical context. This briefing will cover current trends and novel approaches in opinion polling, the strengths and weaknesses of common types of polls and surveys, and how to interpret and report on results skillfully. Three experts, Dr. Courtney Kennedy
(Pew Research Center), Gary Langer (Langer Research Associates), and Amelia Thomson-DeVeaux
(Associated Press), will provide examples and advice and respond to journalists’ questions on the record. SciLine director Rick Weiss moderated this reporting on opinion polls and surveys briefing.
Local reporters are free to use this footage for clips and quotes for news stories.
To jump to specific questions:
00:00:46 Introduction
00:04:13 What to know when covering pre-election polls
00:11:42 A polling primer in 5 points
00:21:48 Writing about polls in an election year
00:30:02 What is being done well in press coverage of surveys and polls, and where is there room for improvement?
00:36:21 Are web surveys automatically considered “nonprobability”?
00:41:18 Should reporters include uncertainty intervals, margin of error, or something else in their poll reporting?
00:43:01 How can news organizations assess whether a pollster is credible? Should they avoid covering polls from newly established pollsters altogether to be safe?
00:44:40 Why is state-level polling data less reliable than national data?
00:46:48 Can the methodology of how a poll was conducted skew poll results?
00:49:41 Is there evidence that exposure to news stories about polling results drives people’s voting decisions? How should reporters consider that when they report on polls?
00:50:42 How can models like the AP’s, which mix probability and opt-in, still be rigorous?
00:52:01 How can poll questions be designed in ways that don’t influence the outcome of the poll?
00:54:29 Can reporters at newsrooms to conduct their own polls to inform stories on political behavior?
00:57:10 What is one key take-home message for reporters covering this topic?
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(Pew Research Center), Gary Langer (Langer Research Associates), and Amelia Thomson-DeVeaux
(Associated Press), will provide examples and advice and respond to journalists’ questions on the record. SciLine director Rick Weiss moderated this reporting on opinion polls and surveys briefing.
Local reporters are free to use this footage for clips and quotes for news stories.
To jump to specific questions:
00:00:46 Introduction
00:04:13 What to know when covering pre-election polls
00:11:42 A polling primer in 5 points
00:21:48 Writing about polls in an election year
00:30:02 What is being done well in press coverage of surveys and polls, and where is there room for improvement?
00:36:21 Are web surveys automatically considered “nonprobability”?
00:41:18 Should reporters include uncertainty intervals, margin of error, or something else in their poll reporting?
00:43:01 How can news organizations assess whether a pollster is credible? Should they avoid covering polls from newly established pollsters altogether to be safe?
00:44:40 Why is state-level polling data less reliable than national data?
00:46:48 Can the methodology of how a poll was conducted skew poll results?
00:49:41 Is there evidence that exposure to news stories about polling results drives people’s voting decisions? How should reporters consider that when they report on polls?
00:50:42 How can models like the AP’s, which mix probability and opt-in, still be rigorous?
00:52:01 How can poll questions be designed in ways that don’t influence the outcome of the poll?
00:54:29 Can reporters at newsrooms to conduct their own polls to inform stories on political behavior?
00:57:10 What is one key take-home message for reporters covering this topic?
Follow us on social media:
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