by Kathy Frankovic, former director of surveys at CBS News and a member of ESOMAR’s Professional Standards Committee
Election polling is the most visible part of market, opinion and social research. It carries the heavy burden for getting things right, but its previous successes have also brought high and perhaps unearned expectations for its accuracy. This year, and the U.S. presidential election in particular, provides a good example of what happens when people forget the limitations of polls, that sampling and non-response may matter, and that ascribing too much precision to polling estimates in times of change can make pundits and journalists look as silly as the pollsters they berate.
ESOMAR is delighted to announce the results of the election for the 2017/2018 ESOMAR Council term. Nominations were invited for the two-year term from January 2017 to December 2018, with ten Council vacancies to be filled: President, Vice President and 8 Council Members.
Welcome Vlora Basha Berisha, Kosovo
How would you describe yourself in 3 words?
Self –driven, highly motivated, impulsive.
Next to your ESOMAR representative position, what is your daily job?
I am a Managing Director at Kantar TNS Kosovo, and have been in this position since 2008. I am also a partner at IziSurvey where I mainly deal with big clients.
What do you like most about your job?
The space for creativity that research field offers in terms of methods applied to reach a specific objective has no limits and the use of research as a tool in various fields makes it very interesting and appealing.
What have you studied/ what is your back ground?