The results are in and public opinion researchers have, once again, demonstrated that survey research remains a valuable tool in helping Canadians make informed election decisions. The surveys released by CRIC member companies predicted a very close race and the numbers in the final surveys were all within a few percentage points of the actual results.
The reason that surveys work – when they are done well – is that they are based on methodologies rooted in statistical science and rigorous adherence to standards that have been developed over many decades by the world’s best statistical experts.
“Reliable election polling is a major contributor to a strong democracy by transparently reporting on the campaign, the issues that are important to voters and the choices presented,” said Frank Graves, Chair of CRIC’s Public Opinion Research Thought Leadership Council and Founder and President of EKOS Research. “CRIC members take this responsibility to democracy very seriously and that is why we have adopted world-class ESOMAR standards and complemented them with very high Canadian standards and rules related to respondent rights and research transparency.”
CRIC member companies adhere to the highest level of transparency in reporting by complying with the CRIC Public Opinion Research Standards and Disclosure Requirements. These standards serve as an important tool to help the public and the media assess the quality and validity of research that is released into the public domain.
“In today’s era of misinformation and fake news, verifying the validity of polls is more important than ever,” stated Gary Bennewies, Chair of CRIC and President and CEO, Ipsos Canada. “Poor quality polls can misinform voters and hinder democracy.”