TNAG-1322-FCO40-1728-Future-of-Hong-Kong-opinion-polls-and-surveys-1984 — Page 27

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The purpose of the proposal was to raise the issue of how to effectively test public opinion, and to seek sponsorship for the survey we proposed. The outcome was highly satisfactory in that five primary sponsors agreed to finance the project. These were

Hong Kong Commercial Broadcasting Co Ltd Ming Pao Daily News.

Oriental Daily News

South China Morning Post Ltd UMELCO

3.

The Survey Criteria.

At SRH we were conscious of the importance of this project, and the fact that the results would be subject to close public scrutiny. It was our view that any test of public opinion. needed to fulfil very stringent conditions if it were to achieve the necessary validity. To satisfy these conditions, such a test had to be :

*

representative * impartial

accurate

*

* objective

We are confident that this published survey meets all the above criteria.

The random pro- bability sampling procedure ensures that a true representative cross-section of Hong Kong's population has been interviewed. The survey has been carried out by SRH, a professional opinion research organisation with no political affiliation which insures the impartial nature of the data collection. Sample surveys have a long history of proven accuracy in the field of Public Opinion Polling. The sample size guarantees a maximum sampling error for the total sample of +1.8%. Finally, objectivity is a necessary quality inherent in the methodology of any survey research project. These principles are embodied in the de- sign of questionnaires, training of interviewers, quality control, data preparation, and reporting.