Group accuses researcher of bias in council traffic questionnaire

15 August 2007
 
Research consultant MORI has been accused of bias towards Rotherham council in a survey of local opinion over a controversial traffic system.

A campaign group in the South Yorkshire village of Bramley claims MORI had to amend the survey’s questionnaire eight times before the questions showed no bias towards Rotherham MBC, which had brought the firm in to gauge public opinion over a new one-way system in the village.

But even then, the campaigners claim, one question was altered after the agreed draft was taken away.

Campaign group leader, Rob Foulds, said: ‘MORI had eight attempts, and even when we finally agreed the questions, it changed one so the answer would appear positive and not negative. It was clear bias and that action had to be pre-meditated. Why alter it?’

In a statement, a MORI spokeswoman said the questionnaire had been developed over a number of drafts, which was normal when drawing up a questionnaire, and a final draft had been agreed with Rotherham council. Subsequently, a complaint had been received, and when it was investigated, an error was found in the questionnaire.

The spokeswoman said: ‘Our internal investigation found that the results for this question could be open to interpretation, as the response scale was presented differently. ‘In order to ensure accurate reporting, the research team and the council have been made aware of this potential issue and have put in place procedures to ensure the results are checked with a view to identifying any potential mis-coding of responses to this question by respondents.’

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