Forum: BPC/MRS enquiry into election: Ipsos MORI response and perspective

This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.

BPC/MRS enquiry into election: Ipsos MORI response and perspective

Roger Mortimore

King's College London/Ipsos MORI

Paul Baines

Cranfield University

Robert Worcester

King's College London/Ipsos MORI

Mark Gill

GovNet Communications/King's College London

What went wrong?

The accuracy of the forecasts drawn based upon pre-election opinion polls generally, including those by Ipsos MORI, was disappointing at the 2015 general election. As all the polls showed very similar errors, it seemed likely that all were affected by the same factors, and an industry-wide enquiry (chaired by Patrick Sturgis, sponsored by the Market Research Society and the British Polling Council) was set up...

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