Who's Afraid of Opinion Polls?
A live case study of spin and rhetoric; what happens when some love and others hate the numbers

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Author(s): Caz Tebbutt, Jenny Hayward-Jones
Collection: Congress 2012 - Accelerating Excellence - Celebrating 65 Years And Beyond
Keywords: In-Depth Interviews, Opinion Polling, Political Research, Political

ESOMAR Best Paper Award 2012/2013
ESOMAR Congress 2012 Award Winner - Best Case History
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This is a true story about a pollster and a public policy advisor, who in a small project in the Fiji Islands put public opinion polling at the forefront of public debate at an international level. The project finally gave the people of Fiji a voice. The story twists and turns, including four sitting Prime Ministers, many nations, News Limited, academics, journalists, bloggers, and miles of spin. Public opinion polling is an important part of market research because it drives much of our public image as an industry. Rarely do we get the chance to put the science and rigour of this centre stage in an international public debate about market research.

Date of publication: 13.09.2012
ISBN: 92-831-0260-6
Order Code: 67596_10
Number of pages: 15

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