AMSRO Announces Draft Terms Of Reference For Australian Election Poll Inquiry
The Association of Market and Social Research Organisations (AMSRO) has announced the draft Terms of Reference for its Inquiry into the Performance of the Opinion Polls at the 2019 Australian Federal Election (AMSRO Polling Inquiry).
Members of an advisory board and the inquiry panel were also announced.
AMSRO president Craig Young said: “Significant uncertainty and disquiet has emerged about the performance of the major opinion polls in the lead up to the 2019 Federal Election.
“An impartial and comprehensive industry-wide inquiry process is required to examine the performance of the polls and restore public confidence in the credibility of polling.
“While each of the polling companies is likely undertaking internal analysis of their own polling practices and performance, we anticipate they will agree to share all relevant data and practices with the Inquiry Panel, once they see the robust process established.”
To support the inquiry panel, AMSRO has established an independent advisory board with diverse expertise in relevant areas, for the unquiry panel to draw on for broad strategic guidance and input.
The advisory board will also review and comment on the Draft Terms of Reference and the inquiry panel’s Report and will provide guidance and additional suggestions for lines of inquiry.
The advisory board includes Dennis Trewin AO, Ian McAllister, Travyn Rhall and Kerry O’Brien.
The panel will be headed by Darren Pennay, the founder and immediate past-CEO of the Social Research Centre (SRC), one of Australia’s leading social research organisations, and part of the Australian National University.
Young said: “Mr Pennay has agreed to Chair the Polling Inquiry. He is not a pollster but has a lifetime of experience in all of the methods employed in public opinion research and will be able to draw upon the wider resources of the Social Research Centre and the Australian National University in conducting the review.”
Pennay said: “The focus of the review will be to objectively assess the quality of the polling data by looking at the techniques and processes employed across the different polling organisations.
“The approach needs to be broad and comprehensive, without any a priori assumptions about what, if anything went wrong. We need to adopt a purely evidence-based approach. We also need to examine the role of the pollsters and the media in communicating polling findings to the public.
“It’s important to note that the Inquiry will not be focused on assessing the relative performance of individual polling companies, but rather on practices and processes in use across the industry. We will aim to mask or de-identify the polling companies’ data, and Panel members will sign non-disclosure agreements.
“The Inquiry aims to deliver an evidence-based approach to find ways to improve the conditions for polling and the processes and methods used, so all companies can operate with a full appreciation of contemporary best practice.”
Other members of the panel include: Professor Murray Goot, Dr Phil Hughes, Mr John Stirton, Dr Paul Lavrakas, Dr Jill Sheppard, Dr Dina Neiger, Patrick Moynihan, Professor Patrick Sturgis and Associate Professor Kristen Olson.
Pennay said: “I am grateful to all those who have volunteered their time to assist with the Inquiry. I’m especially grateful for the international assistance offered by Professor Sturgis, Associate Professor Olson and Patrick Moynihan in agreeing to contribute advice and expertise from their own international experiences with polling analytics and similar reviews overseas.
“They will have an important role in helping to advise and review our work. I expect that other technical specialists and experts may be accessed as the Inquiry gets underway.”
Young added: “It is vital that the Inquiry Panel operates in an independent and objective way. The Inquiry Panel, not AMSRO, will be responsible for what ends up in the Inquiry’s report and recommendations and great care has been taken to appoint a high calibre team of Australian and international experts to assist with the Polling Inquiry.
“We hope that all the polling companies will work with the Inquiry to achieve better outcomes for the entire polling industry. No currently active polling organisations are, or will be, represented on the Inquiry Panel – polling can be quite competitive, so it’s essential that there is complete objectivity in the approach and no scope for competitive concerns to arise. We want everyone to have confidence in the process and outcomes.”
The panel will operate at arm’s length from the market research industry body AMSRO.
AMSRO’s role will be to establish the inquiry’s Terms of Reference, support and resource the panel’s work, respond to media enquiries and publish, promote and help implement the inquiry findings, in consultation with relevant stakeholders – especially the polling companies.
Young concluded: “It’s pleasing that since announcing the Inquiry, some polling companies have already proactively come forward to volunteer to share their detailed processes, methods and data, so that the Inquiry can examine and assess the evidence and develop sound recommendations to improve, where necessary, polling practices.
“Once the Inquiry Panel gets underway, one of its first tasks will be to engage with the polling organisations directly and canvass their assistance. Their participation will be key, and they have the most to gain from a successful Inquiry.”
Please login with linkedin to comment
AMSROLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.