The Role of Communication in Creating Awareness About Electoral Opinion Polls in Kenya

Abstract

The key objective of this study was to investigate the role of communication in creating awareness on electoral opinion polls in Kenya. The study adopted descriptive survey design. It targeted the four main pollsters (that deal with electoral opinion polls) in Kenya. These are: Ipsos – Synovate, Strategic Africa, Consumer Insight and Infotrack Harris (Pollsters Kenya, 2013). The sample size was forty-eight. Eight participants for key informant interviews and forty for quantitative data. Sampling was done through purposive and systematic random sampling techniques. Data was collected using self-administered questionnaires and through Key Informant interviews. Quantitative data was analysed using descriptive statistics while qualitative data was analysed thematically. The study found out that communication plays a very significant role in electoral opinion polls in Kenya. The study recommends that the current legislation on electoral opinion polls should be evaluated to ensure objectivity and that the pollsters role of informing and educating citizens; and their rights to access information should not be compromised by law. It further recommends that the relevant bodies educate the public on the role and importance of polls.