Rubbish In, Rubbish Out: Put all this together, and it’s difficult to avoid the conclusion that anyone who responds positively to a pollster’s request to “answer a few questions” is just ever-so-slightly weird. Desperately lonely? Some sort of psephological train-spotter? Political party member primed to skew the poll for or against her opponents? All of the above?
THE INCONVENIENT TRUTH about opinion polls is that the
people who participate in them are not really typical Kiwis. Agreeing to
participate in anything remotely public-spirited is something fewer and fewer
New Zealanders are willing to do. Charities struggle to attract volunteers.
Sports teams can’t get enough players. Political parties have long since ceased
to be mass organisations. Just finding enough people to satisfy the statistical
requirements for an accurate public opinion survey gets harder and harder with
every passing year.
It wasn’t always this way. Back in the era when nearly every
New Zealand household had an old-fashioned land-line telephone; and the easiest
way to locate somebody was to simply ‘look them up’ in the phonebook; polling
was a breeze.
It was a time when community action and political debate was
engaged in by an extremely broad cross-section of the population. Indeed, New
Zealanders were gently chided by Austin Mitchell, the best-selling author of The
Half-Gallon, Quarter-Acre, Pavlova Paradise, for being inveterate committee
formers. “Pressure groups” were studied forensically by political scientists.
Overseas visitors marvelled at a nation of joiners.
The late Professor Keith Jackson, in his book New
Zealand: Politics of Change, confirms the strongly participatory character
of our democracy by citing the research of R.S. Milne:
“Membership of the New Zealand Labour Party which had peaked
in the year 1939-40 at 235,605 remained high after the war at 201,765. By 1960,
however, this figure was down to 180,000 distributed through more than 600
branches.”
National’s engagement with New Zealanders was no less
impressive: “Much the same pattern appears to have developed within the
National Party. Speaking in 1956 the President of the National Party claimed
that membership varied from 143,000 in a non-election year to 250,000 in an election
year.”
In a nation this politicised, the opinion polling companies
of the 1960s and 70s easily assembled the requisite number of participants.
The contrast between those times and our own could hardly be
sharper. Who uses the land-line-generated phone book anymore? Asked to do so,
most younger Kiwis would probably look at you blankly. The ubiquitous
cell-phone presents the pollsters with endless difficulties. There’s no “phone
book” for a start, and caller ID allows us all to screen our incoming calls.
Many people simply don’t answer unidentified callers – justifiably fearing tele-marketers
and scammers.
These latter miscreants have become the bane of land-line
subscribers’ lives. For many citizens – especially the elderly – it is
considered foolhardy to converse with anyone whose voice isn’t instantly
recognisable. Someone can say they’re calling from Colmar Brunton or
Reid Research – but how do you know? Better to politely decline and
hang-up the receiver.
Put all this together, and it’s difficult to avoid the
conclusion that anyone who responds positively to a pollster’s request to
“answer a few questions” is just ever-so-slightly weird. Desperately
lonely? Some sort of psephological train-spotter? Political party member primed
to skew the poll for or against her opponents? All of the above?
These distorting possibilities are only increased when the
fact that landlines tend to be attached to owner-occupied dwellings is factored
into the polling equation. Just ask any Gen-Xer or Millennial what sort of
person is likely to pick up the phone in their own home and they will hiss
“Baby Boomer!” Quite correctly. Which way, do you suppose, a voter sitting on a
million dollars-plus of tax-free capital gain is more likely to vote – Left or
Right? No wonder, really, that about 45 percent of the Party Vote appears to be
welded-on to the National Party!
So, what do the pollsters do? Basically, they innovate. They
try to assemble a representative number of cell-phone-using voters to offset
the encrusted biases of land-liners. Or, like the new kid on the New Zealand
polling block – YouGov – they step away from phones altogether in favour of a
“panel” of potential online participants many thousands strong.
Trouble is, these innovations require the pollsters to run
the raw data through all manner of algorithms to make sure their samples remain
representative. They then have to make some, frankly, subjective assumptions
about voter behaviour. That’s when things can turn very seriously pear-shaped.
The highly-experienced pollster advising the campaigners for
“Remain” in 2016 assumed those who didn’t vote in the 2015 UK General Election
would also sit out the Brexit referendum.
That worked out well.
This essay was originally published in The Otago
Daily Times of Friday, 6 December 2019.



