Sampling, data and bias

Preparation and Planning

This lesson employs relatively serious subject-matter as the context for application of data handling skills and interpretation of varying data-sets. However the accompanying imagery and opportunities that the material gives students to compare their own opinions with those of their peer groups is unparalleled, clearly demonstrating the role of research and effective data analysis.

There is enough content here for two lessons if you wish to extend this topic across more than one session. It is suggested that you approach Episodes 1, 2 and 6 in one session and any two of Episodes 3, 4 or 5 in the next.

Students will benefit most from this lesson if you have access to a whiteboard and PC with broadband access or projector. Minimal further preparation is required other than photocopying of Student Worksheets and consideration of specific local examples for students to consider in Episodes 2 and 6.

Able students will enjoy the opportunities that this lesson provides for classroom or group discussion of attitudes and opinions voiced through this research; certainly there is sufficient material here for two lessons.

Less able or motivated students may find it interesting to prepare for this lesson by preparing / drawing 'pen portraits' of their age-group, considering also the key influences on this audience. You may wish to invite students to answer the MORI poll questions in advance of the lesson, comparing their answers with those of the research.

About the MOD Topic

Ipsos MORI is one of the largest research organisations in the UK, and part of an international group with offices around the world. It conducts research projects in both the private and public sectors across a broad range of topics.

Founded in 1970 in France, Ipsos is the only independent, publicly-listed company in its field that is managed by research professionals. Ipsos Public Affairs (a subsidiary organisation) offers political and business leaders research on social issues and the attitudes and behaviours of citizens and consumers. This is based not only on public opinion research, but also often on elite stakeholder, corporate, and media opinion research.
The MORI Social Research Institute (part of IPSOS Public Affairs) works extensively for central Government departments and agencies, looking at:
- Policy development and evaluation
- Impact assessment of new initiatives
- Communications research and tracking
- Public and service user perception of service delivery.

The data contained within this lesson is derived from research carried out in April 2006 as part of MORI's tri-monthly tracking study on behalf of the Ministry of Defence.

Further Opportunities for Learning

Research some of the current affairs that may have influenced public opinion at the time of the research.

Consider current news coverage of MOD-related topics and how this might affect future MORI research poll findings.

Consider any questions that should have been added to this questionnaire to expand on specific topic areas.

Prepare a class / school questionnaire and analyse the findings, presenting data in an objective and useable fashion.

Read a national newspaper and identify all of the editorial content backed up by or based upon research. Consider whether editorial stance has influenced the findings presented.
Present findings graphically and via ICT, to support a newspaper article or ministerial briefing, referring back to data findings.

Student worksheet answers

Download the teachers notes PDF to access the answers for this lesson.