Comment on Sparrow & Curtice and Kellner

John O'Brien

I remember back in the early 1980s, market researchers got very concerned about the adequacy of telephone sampling as a general population research tool. In particular, the performance of the opinion polls was the catalyst for major debate based on the fear that telephone polling ran the risk of bringing the industry into disrepute by producing poor estimates of voting intention. A substantial body of potential Labour supporters could not be reached by phone at the time, though the size of that group was diminishing year by year as telephone penetration rose.