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In January, New York Times public editor Daniel Okrent vented his frustration over the practice of media organizations (including his own) propagating analysis based on polls that they commission, while neglecting to inform readers of other readily available polls:
I’m still puzzled by the notion that a poll conducted by the Times is front page material. Without a detailed explanation of methodology, how can a reader figure out why this poll is more reliable than those conducted by competing news organizations? And wouldn’t a thorough piece of journalism at least report on other polls that have different results? The Times isn’t alone in this habit, of course, but when any news organization touts its own polls while failing to note reputable polls conducted by others, I pat my pocket to make sure my wallet is still there. This isn’t news; this is awfully close to promotion.
Okrent’s fear reared its ugly head this week when the Mason-Dixon Polling & Research released the latest results from a poll that surveyed 625 registered Florida voters between March 30 and April 1.
The poll found that President George Bush led Sen. John Kerry 51 percent to 43 percent with 6 percent undecided. A similar Mason-Dixon Polling & Research poll conducted in November 2003 found that Bush led Kerry by a margin of 57-34, with 9 percent undecided.
Based on these two data points the Tampa Bay Tribune concluded this past Monday that “Despite losing some of his popularity, President Bush still holds a significant lead over opponent John Kerry among Florida voters, a new Tampa Tribune/News Channel 8 poll indicates today.”(Emphasis added.)
However, the Tribune failed to tell its readers that two reputable polling firms administered polls a month ago showing the opposite.
A poll conducted by American Research Group showed Kerry with a 45-44 lead over Bush, and a poll conducted by Schroth & Associates and the Polling Company had Kerry leading over Bush 49-43. (Both of these polls measured a three-way race that included Independent candidate Ralph Nader).
Today, with no vested interest in any of the Florida polls, the Associated Press kicked off its analysis of all three polls by stating, “President Bush has pulled slightly ahead of Democrat John Kerry in Florida …” The Associated Press account also provides its readers a wealth of information with which they can determine their own opinion on the presidential race in Florida.
The Orlando Sentinel, which co-sponsored the Mason-Dixon poll, also painted a more complete picture for its readers, noting all three polls in its analysis.
Although the Tampa Bay Tribune has every right to reach a conclusion about the competitiveness of the race based on the most recent poll that it sponsored, it is outright negligent for it to deny its readers a plurality of voices.
As Okrent put it, “This isn’t news; this is awfully close to promotion.”
–Thomas Lang
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