Is there a difference between opinion polling and conventional market research?
A2 Yes, there are many differences, although an opinion poll and a conventional market research survey use the same tools and have the same limitations. Whilst both these activities are conducted as a means to measure an audience’s opinions or feelings, the subjects on which they are questioned and the methods deployed can vary considerably, in turn affecting the reliability of results (as with all market research studies). Crucially, opinion polls set out to provide a snapshot of public opinion at one point in time – the point at which the fieldwork was carried out – and unlike some market research studies do not use this information to try to predict the future. Public opinion and voting intentions tend to fluctuate rapidly in the run-up to a general election, especially in marginal constituencies and over highly controversial issues. Hence two opinion polls conducted on consecutive days can have marked differences in outcome. By contrast, market research surveys have much broader us
