Horses for Courses: How Survey Firms in Different Countries Measure Public Opinion With Very Different Methods
Humphrey Taylor Louis Harris and Associates
Background
This paper is prompted by my experiences as a British-trained marketing researcher who has worked for the last 19 years in the USA and who has managed, with varying degrees of involvement, surveys in more than 80 countries. This interest in the subject was given a powerful nudge by the failure of the British polls to predict a Conservative victory in 1992, and the excellent Market Research Society report...