Evaluating Reports

Media Reports

How are Media Articles on Polls and Surveys Written ?

• Journalists are taught to write media articles in a particular style. Learning about this style enables a reader to find specific information easily and quickly.

Article

How is a typical media report on a poll or survey organised?

1. The main finding of the survey• What is it? • Where in the article is it located?

The main finding of the survey

2. Who funded (commissioned) this survey?• Why do you think this survey was carried out?-

what is its purpose?-who are the target group?

2. Who funded (commissioned) this survey?

Funded by the Herald to highlight the road toll statistics and bad driving habits

3. Method:

• Who was the sampled group?• Who conducted the survey?

Sample size• Random/self-selection/man-in-street

Telephone/on-line/face-to-face/posted• Margin of error:

Date:

3. Method:

Method: Random selection of 750 households using random digit dialling, phone interview

4. Questions

• Where located –in graphic/ in text/ both ?• Are the questions clearly stated?• Can they be inferred from reading the text?

4. Questions

5. Summary of results

• Where located?-e.g. graphic/ text/ both

5. Summary of Results

6. Comment from an expert

• Who was the expert(s) consulted in this report?

6. Comment from an expert

Comment by an expert: National Road Policing Manager Superintendent Paula Rose

7. Links to other studies/surveys?

• What other links are made?-do they seem appropriate?

7. Links to other studies/surveys?

Links to other studies/surveys?: Road toll statistics

This is what it should look like

8. Any other information?

• Is there any other information not yet highlighted?-How would you describe it?

Read this report with a critical eye.

• Comment on 2 good aspects• • • • • • Comment on 2 concerns

Read this report with a critical eye.

• Comment on 2 good aspects• random sampling, • low margin of error, • Comment on 2 concerns • limited options given for response-e.g. alcohol

and not wearing a seat-belt not included so offenders could answer “perfect” driver”-is anyone “perfect”?, age-group results missing in the graphic.

• Are there aspects of this report which you are unfamiliar with?

Address the distinction between

• target population ,

• sample frame

• the sample group

Address the distinction between

• target population • adult drivers in NZ, • sample frame• households with a landline phone, • the sample group • 500 NZ drivers

Did you notice?

• the method is in the fine print under the graphic.

• http://www.digipoll.com

Margin of Error

• It is connected with sampling variability and will be dealt with in detail later in the course.