The Marketing & Opinion Research Society of the Philippines (MORES) has thrown its support behind the efforts of the Social Weather Stations (SWS) and Pulse Asia to “deliver results with consistency and reliability” and to “provide public opinion representative of any population of interest.”
MORES is a premier professional organization of marketing and opinion polling agencies and market research practitioners in the country.
“MORES supports companies who deliver results with consistency and reliability. Companies such as SWS and Pulse Asia have shown its commitment to use scientific methods to provide public opinion representative of any population of interest,” MORES said in a statement posted on its website.
“We have always resolved to uphold the highest professional standards in delivering the most precise and representative feedback and insights decision makers and stakeholders require for either making informed decisions or reflecting on prevailing public opinion,” the group said.
Some camps have been cricitizing the pre-election surveys conducted by SWS and Pulse Asia.
MORES emphasized that surveys conducted nowadays cannot only be good, but has to be excellent.
“That is why we at MORES stand by the professional pollsters that have provided customers and the critical public a solid track record in delivering consistent and unbiased research, but also transparency and persistency in communicating these results in the best possible way,” it said.
“We believe our stakeholders have gained a much better appreciation of the stakes behind public opinion not just on horse race predictions but on public issues as well,” it added.