Gorkana & YouGov Understanding Research Workshop

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Gorkana and YouGov hosted a workshop with Joe Twyman, Director of Political & Social Research and Founding Director of YouGov. The workshop covered the following areas:
• How polling works • Why use polling • What can (and frequently does go wrong) • Smart questions to ask when working with results

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Gorkana & YouGov Understanding Research Workshop

  1. 1. Understanding Research Joe TwymanDirector of Political and Social Research YouGov @ J o e Tw y m a n
  2. 2. What is Good Polling?‘Data that accurately represents and reports the opinions of the population it is trying to research.’ @ J o e Tw y m a n
  3. 3. The Ultimate Questions Is it significant?Is it meaningful? @ J o e Tw y m a n
  4. 4. Key Questions to Consider• Who commissioned the polling?• Who is asking the questions?• What questions are they asking?• How are they asking the questions?• Who is answering the questions?• How is the data being analyzed?• How are the results being reported? @ J o e Tw y m a n
  5. 5. Transparency is the Key• Do they have a postal address, telephone number and website?• Can you access full data tables of results?• Do they fully disclose their methodology?• Do they have a track record independently verified against actual outcomes?• Are they cited in academic literature?• Are they members of the British Polling Council and the Market Research Society?• Do they out-source elements of their operation? @ J o e Tw y m a n
  6. 6. Common Mistakes• Insufficient Sample Sizes• Re-based Percentages• Percentage increase versus increase in percentage• Star Gazing• False Inferences• Correlation versus causationo e Tw y m a n @J
  7. 7. Remember Twyman’s Law‘Anything that looks interesting or unusual is usually wrong.’ @ J o e Tw y m a n
  8. 8. Further ExcitementJoe.Twyman@YouGov.com @joetwyman @ J o e Tw y m a n

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