香港民意研究專業守則初擬

• 引言
  
  

  1.1. 鑒於民意調查在香港社會發揮的作用愈形重要，發展一套約束民意調查工作及報導方法的專業守則已是急不容緩。香港大學新聞及傳媒研究中心民意研究計劃主任鍾庭耀博士於一九九九年一月二十六日在一個由香港大學亞洲研究中心及自由論壇亞洲中心合辦的《新聞傳媒改革路向研討會》中發表了是項民意研究專業守則初擬（以後稱為本守則），以求拋磚引玉，集思廣益。民意研究計劃現再刊出守則，歡迎各界人士透過本網站提供寶貴意見。
  
  

  1.2. 本守則乃參照一般同類的國際專業守則擬定，其中包括世界民意研究學會（WAPOR）、美國民意研究學會（AAPOR）、及歐洲市場及民意研究學會（ESOMAR）等採用的準則。本守則在制定時已考慮到本港目前的政治環境和傳媒發展的狀態，而本守則內蘊藏的概念應會隨著社會的不斷發展而逐漸改變。
  
  

  1.3. 本守則在確定後可簡稱為《香港民意研究守則》，或以英文簡稱為《The Hong Kong Code of Opinion Research》。
  
  

• 民意研究者應負的責任
  
  

  2.1. 凡願意遵從本守則的民意研究者：
  
  

  2.1.1 須要遵從一切現行有關社會研究的各項專業守則；
  

  2.1.2 應可自由地進行及發表各項民意研究；
  

  2.1.3 不應接受專業或法律考慮以外的任何限制；
  

  2.1.4 不應採用旨在誤導社會人士的研究工具或方法；
  

  2.1.5 不應刻意曲解研究結果以達致不準或不確的結論；
  

  2.1.6 應要在其研究結果被嚴重曲解時挺身而出，向傳媒或受眾發放 適當的數據或聲明以正視聽；
  

  2.1.7 須要在發放調查結果後為公眾人士（包括傳媒及其他民意研究 者）提供下列有關該等調查的資料：
  

  2.1.7.1 贊助機構的名稱（如果存在的話）；

  2.1.7.2 研究的目的；

  2.1.7.3 調查的對象；

  2.1.7.4 調查的日期；

  2.1.7.5 選樣的方法；

  2.1.7.6 回應的比率；

  2.1.7.7 被訪者的背景資料；

  2.1.7.8 各項統計程序及方法，包括樣本基數及加權方法；

  2.1.7.9 調查結果的準確度，包括抽樣誤差（如果適用的話）；

  2.1.7.10 問卷全份及訪問員守則。

  
  

• 傳媒應負的責任
  
  

  3.1 凡願意遵從本守則的傳媒：
  

  3.1.1 必須遵從一切現行有關傳媒工作的各項專業守則，尤其 是關於報導事實及對資料準確性的要求；

  3.1.2 應讓其受眾知道其已遵從本守則內的規範；

  3.1.3 倘若其亦有進行民意調查的話，必須遵從本守則內一切 有關民意研究者的各項規範；

  3.1.4 不得防礙其他民意研究者履行本守則內的各項責任。

  
  

  3.2 凡願意遵從本守則的文字傳媒必須在報導民意調查時提供下列有 關該等調查的基本資料：
  

  3.2.1 贊助機構的名稱（如果存在的話）；

  3.2.2 研究機構的名稱；

  3.2.3 調查的對象；

  3.2.4 調查的日期；

  3.2.5 選樣的方法，及若果採用隨機抽樣的話，回應的比率；

  3.2.6 樣本的數目，及各項加權方法；

  3.2.7 調查結果的準確程度；

  3.2.8 問卷中有關部分的提問方法。

  
  

  3.3 凡願意遵從本守則的電子傳媒必須在報導民意調查時提供下列有 關該等調查的基本資料：
  

  3.3.1 贊助機構的名稱（如果存在的話）；

  3.3.2 研究機構的名稱；

  3.3.3 調查的對象；

  3.3.4 調查的日期；

  3.3.5 樣本的數目。

  
  

Proposed Code of Professional Ethics and Practices for Public Opinion Research in Hong Kong

• INTRODUCTION
  
  

  1.1 In view of the growing importance of public opinion polls in Hong Kong, it is desirable that some kind of professional standards be set for the conduct and publication of such polls. On January 26, 1999, at the Conference on "Reforming the News Media in Hong Kong" jointly organized by the Centre of Asian Studies of the University of Hong Kong and the Freedom Forum Asian Centre, Dr Robert Chung, Director of Public Opinion Programme at the Journalism and Media Studies Centre of the University of Hong Kong, publicized this Proposed Code of Professional Ethics and Practices for Public Opinion Research in Hong Kong (hereinafter referred to as "the Code") in order to stimulate discussion. The Code is herewith reprinted in this website to solicit public views.
  
  

  1.2 This Code has been drafted according to international standards as excelled in similar guidelines adopted by the World Association for Public Opinion Research (WAPOR), the American Association for Public Opinion Research (AAPOR), and the European Society for Opinion and Marketing Research (ESOMAR). Special considerations have been made to take into account the state of local media development in the political context of Hong Kong. The ideas embedded in this Code are expected to evolve slowly as society progresses.
  
  

  1.3 This Code when finalized may be conveniently cited as "The Hong Kong Code of Opinion Research", or "香港民意研究守則" in Chinese.
  
  

• OBLIGATION OF RESEARCHERS
  
  2.1 Public opinion researchers willing to be bound by this Code shall:
  
  

  2.1.1 comply with all prevailing professional standards of conducting scientific surveys;
  

  2.1.2 engage in opinion research and publish their findings freely;
  

  2.1.3 NOT allow their research activities to be limited other than out of professional or legal considerations;
  

  2.1.4 NOT select research tools and methods of analysis because of their capacity to yield misleading conclusions;
  

  2.1.5 NOT knowingly misinterpret research results to yield incorrect or unwarranted conclusions;
  

  2.1.6 publicly disclose what is required to correct any serious distortions of research findings, including, as appropriate, a statement to the public media or other groups in or before which the distorted findings were presented;
  

  2.1.7 made readily available to the public, including the media and other researchers, the following information in relation to any piece of research which they have published:
  

  2.1.7.1 the name of the sponsors, if any;

  2.1.7.2 the purpose of the study;

  2.1.7.3 the universe or population to which the results of the survey are projected;

  2.1.7.4 the dates of fieldwork;

  2.1.7.5 the method by which the sample was selected;

  2.1.7.6 the response rate of the survey;

  2.1.7.7 a profile of the respondents;

  2.1.7.8 a description of the estimating procedure used for all results that are reported, including the sample size on which it was based and weighting procedures used to adjust raw data;

  2.1.7.9 a discussion of the precision of the findings, including, if appropriate, estimates of sampling error;

  2.1.7.10 a copy of the questionnaire with interview instructions.

  
  

• OBLIGATION OF THE MEDIA
  
  

  3.1 All public media willing to be bound by this Code shall:
  

  3.1.1 comply with the prevailing standard of professional conduct for journalists, especially in relation to the presentation of facts and accurate information;

  3.1.2 make explicit to their readers or audience that they follow this Code;

  3.1.3 comply with all obligations required of researchers under this Code if they themselves conduct opinion surveys;

  3.1.4 NOT restrict any researchers from fulfilling their obligations under this Code.

  
  

  3.2 All print media willing to be bound by this Code shall at least publish the following information in relation to any opinion survey which they report:
  

  3.2.1 the name of the sponsors, if any;

  3.2.2 the name of the researcher;

  3.2.3 the universe or population to which the results of the survey are projected;

  3.2.4 the dates of fieldwork;

  3.2.5 the sampling method used, and in the case of random samples, the response rate;

  3.2.6 the sample size and any weighting procedure used to adjust raw data;

  3.2.7 a discussion of the precision of the findings;

  3.2.8 the exact wording of the questions reported.

  
  

  3.3 All broadcast media willing to be bound by this Code shall at least publish the following information in relation to any opinion survey which they report:
  

  3.3.1 the name of the sponsors, if any;

  3.3.2 the name of the researcher,

  3.3.3 the universe or population to which the results of the survey are projected;

  3.3.4 the dates of fieldwork;

  3.3.5 the sample size.