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ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys

The revised ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys sets out the responsibilities of researchers to conduct opinion polls in a professional and ethical way.

Opinion poll and surveys often receive widespread attention in the media and decision makers, journalists and the public need to be able to differentiate between professional and unprofessional polls.

This updated Guideline highlights the information that researchers and those publishing survey data must make available to enable the public and other stakeholders to evaluate the results.

It also provides guidance on different types of opinion polling including exit polls and online polls.

The project team includes the following experts:

  • Kathy Frankovic (Chair)
    former Director of Surveys, CBS News & Consultant, YouGov & member of ESOMAR Professional Standards Committee
  • Miroslawa Grabowska
    Professor, University of Warsaw & Director of the Center for Public Opinion Research, CBOS
  • Richard Hilmer
    Managing Director, Infratest Dimap
  • Christophe Jourdain
    International Managing Director, IFOP
  • Nick Moon
    Managing Director, GfK NOP & Social Survey and Secretary, British Polling Council
  • Alejandro Moreno
    President, WAPOR & Professor, Instituto Tecnológico Autónomo de México (ITAM) & Director Public Opinion Polling unit, Reforma
  • Adam Phillips
    Chair of ESOMAR Professional Standards and Legal Affairs Committees
  • Doug Rivers
    Professor, Stanford University & Chief Scientist and Director, YouGov America
  • Kathy Joe
    Director, International Standards and Public Affairs, ESOMAR

ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys: available languages

ESOMAR/WAPOR Key Requirements for Opinion Polls and Published Surveys: Available languages