A Toronto Star story on a recent poll shows a slim majority of GTA residents reject the various taxes, fees and levies proposed to pay for the Big Move, the plan for long-term transit expansion.

No doubt there is value in a pollster asking the question, and absolutely it deserves to be covered as a story, but I honestly can’t completely trust a poll that isn’t more transparent. As a reader, I’m given the sample size, the geographic spread of the respondents and the date of the poll, but not the questions (A similar poll in late March by the same pollster generated similar results). The details of the poll are not available to the public.

Why do I consider this important?

This was an “interactive voice response telephone poll”, or IVR, which means respondents aren’t talking to a human, but a pre-recorded voice that asks them to push a button to indicate their response to specific prompts. Without knowing what exactly was asked and how the issues are defined to the respondent, it’s easy to imagine that respondents can be guided into a certain kind of response or perception.

Image: Megasat.de

IVR polls favour simple questions; it’s not the ideal method to capture opinions on complex public policy issues – such as various types of taxes and fees on everything from road use to property development to payrolls.

This is where the journalist’s job comes in. Without having the poll script dropped into the story, it is the journalist’s job to ensure the poll is not misrepresenting public opinion or not skewing opinion by presenting subjective or leading information to the respondents.

I’m not saying I don’t believe the results of the poll. And I have absolutely no reason to doubt the professionalism of Forum Research, the company that conducted the poll. But consider this: we’ve been bombarded for years with messages that tell us that taxes are bad, so it’s not hard to imagine that a robocall from a pollster asking if you want to pay more taxes for transit generates an automatic negative response.

A poll can be a quick and easy story to do, with results that make for tasty headlines. Consumers of news media should be confident that they are getting fully transparent and objective coverage of opinion polls.