The Chilean Association of Market and Public Opinion Researchers (AIM) has expressed concern over the publication of a poll that compares different types of opinion studies without accounting for their technical differences. According to elmostrador.cl, the trade group criticized a recent exercise by La Segunda that treats open-ended surveys and opinion studies as being in the same category.
The association warned that such comparisons can lead to errors and distort the public's understanding of the presented data. AIM noted that the lack of explanation regarding methodological differences creates a skewed perception of reality.
The risk of lacking technical rigor
For researchers, the validity of comparing studies depends on transparency regarding variables such as sampling design, coverage, and margin of error. The association reminded that international bodies such as WAPOR and ESOMAR require these differences to be properly disclosed.
“Presenting these instruments under a logic of ‘trust,’ without providing sufficient technical information, can lead to erroneous interpretations,” AIM representatives stated, according to elmost_dor.cl.
The association maintains that this type of analysis oversimplifies the complexity of market research. In their view, this weakens public confidence in how surveys function.
For this reason, the group issued a direct call to the media. They urged news outlets to uphold basic standards of transparency and to avoid approaches that omit necessary methodological rigor.
This statement comes at a time when the credibility of polls is a decisive factor in national political debate. AIM reiterated its commitment to best practices and to promoting an informed reading of data for the public.
