ESOMAR/WAPOR Guide to Opinion Polls

Public opinion polls are regularly conducted and publisher in many countries. They measure not only support for political parties and candidates, but also public opinion on a wide range of social and political issues. They are published frequently by a variety of print an broadcast media [...] The public discussion of opinion polls is not always well informed. However, the case for restricting the publication of polls during election campaigns is hard to support with rational argument or empirical evidence [...] ESOMAR and WAPOR have produced the present booklet in order to help those interested in the subject of opinion polls to reach a more informed judgment about the value pf such polls and the most appropriate ways of conducting and reporting them