Moore Information Statement

January 14, 2008

Moore Information has never, currently does not, nor will it ever engage in push polling.

The objective of public opinion research is to explore the public's awareness, perceptions, attitudes and reactions to information in the public arena. Part of this research can sometimes involve asking controversial questions in order to determine the public's awareness, knowledge and reaction to the information.

In a November 2007 survey of 400 New Hampshire GOP presidential primary election voters, we explored a variety of issues about GOP presidential candidates. All of the information we tested in the survey was in the public domain, either in media articles, on internet blogs or in other campaign related communications. Our assignment in the survey was to determine how widespread the information was and what impact it could have on public opinion. Some of the questions apparently made some our respondents uncomfortable, but asking direct questions about controversial information is sometimes part of an opinion research company's job.

The State of New Hampshire has no statutes governing polling practices in the Presidential Primary election. In this survey Democrats were not interviewed and there were no questions asked about the general election.

American Association for Public Opinion Research (AAPOR) has good definitional information on what is push polling and what isn't push polling. "Negative or disturbing information about a candidate does not automatically make a survey a push poll,” said AAPOR President Nancy Mathiowetz. “Message testing, when campaigns test the effectiveness of possible messages about opponents and even themselves, is very different; and it is a legitimate form of surveying.”* More is found at the following link: http://aapor.org/aaporstatementonpushpolls

Moore Information is a public opinion research company, specializing in campaigns and public affairs, using standard sample sizes and methodologies, and in accordance with standard industry practices and contractual agreements for confidentiality.

* quote excerpted from an AAPOR press release dated 11/16/07, titled "AAPOR Provides Clarification on 'Push Poll' Issue"

More: AAPOR Provides Clarification on 'Push Poll' Issue"