BBC dismisses MORI critique


The BBC has rejected the findings of a MORI study that claimed the broadcaster had conducted a flawed public consultation exercise.


The BBC solicited the public’s views on proposed digital services last autumn via its website and a freepost address. The broadcaster also commissioned BMRB to run a parallel CAPI survey on a nationally representative sample of 1,000 respondents.


The results of both studies were used by the BBC in support of its plans for developing digital services.


But a consortium of commercial TV companies commissioned MORI to examine the BBC’s methodology. MORI’s report, published last month, found that the consultation was «clearly not representative of the public in any meaningful sense».


MORI concluded that the BBC had placed too much emphasis on the results from a self-selection technique in its submission to the government for new digital channels. MORI also reported that the results the BMRB research also appears to have been incompletely reported.


The BBC said the MR study endorsed its findings. And it generally dismissed the review of its methodology as «a pretty desperate attempt to undermine plans for the future of public service broadcasting».


Privately the BBC is understood to feel that it is inappropriate for researchers to criticise methodology in this way.


But MORI chairman Brian Gosschalk said the research industry should not ignore what it sees as poor methodology.


«To put our heads in the sand is not the right thing to do,» he said.


Gosschalk said MORI had highlighted both the good and bad aspects of the overall methodology in its report.


April | 2001

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts