Public opinion surveys as guides to public policy and spending

Public opinion surveys purport to express the public's opinion. The literature on survey techniques has, however, recognized various potential limitations to the validity of survey results. While improved survey methodology may reduce statistical bias and improve validity, it cannot avoid the implicit weighting of preferences. This normative aspect of surveying has often been unrecognized or disguised as a purely technical matter. Such things as sample selection, choice of survey instrument and the method of aggregating results will each contribute to a pattern of preference weights. Several common survey techniques are examined in this light. It is proposed that no single ‘correct’ method of preference aggragation exists. Increased public recognition of, and debate on this normative aspect of surveying is recommended.