| Abstract: | This article deals with the quality of political poll reportsin the Swiss print media. A content analysis of 31 differentpapers reveals that the methodological information given innewspaper articles is more elaborate when papers use variousdevices such as information boxes. When polls are reported thatother papers or organizations financed, methodological informationis scarce. Beyond such formal criteria, a case study shows thataspects of measurement and specification errors must also betaken into account, which are highly relevant in the conceptualizationof polls and within the press-polling connection. Consequently,two different practical suggestions for improvement are outlined:whereas the first is directed at the press and stresses thegraphic possibilities of the print media and the role of newsagencies as important distribution channels, the second refersto pollsters who have to maintain intellectual quality criteriaand can contribute substantially to the improvement of mediareporting by implementing different disclosure practices intheir tables and reports. |
