Letter to MQO President Carolyn O'Keefe requesting information on Polls

Attention: Carolyn O’Keefe

President

October 3^rd 2011

Dear Ms. O’Keefe,

I am writing this letter to request the following information on the past two polls you have conducted on the Newfoundland and Labrador election. 

I am a member of the general public – interested in the validity of polls.

This request is being made as per the standards of the MRIA – an organization you are a member of.

Please advise when this material will be provided. 

• Sample size, and population surveyed (who was included)
• Sponsor of study (who commissioned the research)
• Survey method (e.g. telephone, on-line, intercept)
• Timing (when the survey was done)
• Statement of sample error/margin of error (i.e. "+/- 2.5% 19 times out of 20")

• Name of practitioner (company conducting research)
• Sampling method (e.g. random, custom list)
• Weighting procedures (statistical weights, if used)
• Exact wording and order of questions

3) Always differentiate between scientific (most public opinion polls) and non-scientific studies (reader/viewer polls or other "self-selection" methodologies).

4) Where appropriate, use the caveat that research is not necessarily predictive of future outcomes, but rather captures opinion at one point in time.

Additional Standards for Reporting on Qualitative Research
Additional considerations should be adhered to when reporting on qualitative research observations (such as focus groups, or other small sample in-depth research).

5) Clearly defined recruiting specifications (i.e. product usage, party affiliation, specific demographic specifications, etc...)

6) Inclusion of statement of non-projectability. Results of qualitative research are not statistically projectable to the population at large.

7) Qualitative reporting should not include percentages or precise proportions. Expressions such as some, most, or a few, may be used.

I look forward to your earliest reply.

Thank you,

Sue Kelland-Dyer