Much Ado About Voting
“In this pre-election period television plays a big role. On Sky News, at the bottom of the screen, you will see four colours: red, blue, yellow and grey. These represent Labour, Conservative, Liberal Democrat and other. There are numbers in each colour and these represent the latest survey results of voting intention. Watch carefully and the percentages change. The numbers change because they show results according to Mori, then YouGov, then ICM, then ComRes, then Populus. The results are not “true” because they are samples – the only true result would be a full count.”