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RISK MANAGEMENT“Do you know who commissioned the poll? A political party, multinational company, NGO? Anybody can commission a poll. You have to ask why. When I read about a poll, I always think about what’s behind it.”There are many categories of polls, such as public opinion, political and exit polls. They have various methods. A scientific poll uses well selected sampling methods and questions, with well designed and executed data collection. There are many unscientific surveys such as pop-up questionnaires on the internet and push polls that are used to lead respondents on their answers.“From these types,” she said, “the scientific poll gives you the highest probability.”Ms Daranee asked readers and media to ask 10 questions when reading a poll result or making28 Elite+decisions based on it.Who conducted the poll?Who paid for it?When was the poll conducted? What was the sample size? (Anacceptable sample size should be no fewer than 1,000 respondents.)How were the samples selected?What were the criteria of the people selected?How were the interviews conducted?Where were the interviews con- ducted?What and how were the questions asked?What is the margin of error? (Reliable polls should provide data with an acceptable margin of error, such as +/-3%.)Readers should look at poll results in this context. Ms Daranee looks at opinion polls as part of a democratic society.“Polls provide a snapshot of what people think, what they feel and their intentions. Polls can give ordinary people a voice. Anyone can be selected, including low-income earners over elites. It is part of the democratic process and that is why opinion polls are so important.”