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9 ~QlB1ffUlfi~~jIIIj~fll. 189 IJif 5!.1Z\~* r fl.7hi.~jbt~ J ~lijtrlj Jlt9~ -tl!iit;lih~l%.~~$lm: 4ij-*.kttlls:;c~:::FtlJ'UtflMflkttEff1ij:~~.mtl. ~it**~~"7.*i1j~lt~~jif~.mtl.~itb}j " ~~~.~.~~.~.~~~~~tr~ fl~.m.tt~~ ft: -.~ r jtl*jij1ft J ~~lfjlj~f~ilta..~t;ljlfl!ta. it~ xere~~k t1tf!. ~~JtUt7 -~ $]* J - - ~~M:rl'iJre~~k t~.mtl.'pg1~~~~a :::F~~~ :1l-.:m&~~ft: Rlj~ r lpj'tif.~ft: ~)j!jij~m.o-1lj\.1i4'=~mjjl*.fi*rl/*~ti $.~.7 -~.mtl. 1tm7m~.~j.lf~~fil%~~. ~ *fil.l~.m:"'jt. (ttln ) "te~?x~.'p ~1M-tl!1IUtlfm~ lf~.~~.o:::f~~~~alfr~~jim~w~ -tl!1it fl~~a.~jtte~ 'P~~m ~.Jt~.~~ W~~~.j!~ ~~m~alfjlh~~ate~.mtl.'p~~m W~xE~~ ~m~o:::f~~~-tl!r~m. fift:tt~~~o *)(~~»~j!.wl~.~lf~.~j.*1i:.fj1; JtHJiI~iI! ~~fi~ ~~7~±fi~~~.M~~;Jt.~~~*iI!~)j! JiJflM~.~.~.M ~.*fift:~ftlf~.~.~.~tt ~ fitttx~~~.~~~im.~~~~.~. W~~7-~~.Ji~~.o ttlm : J!Asher, HerberI, Polling and the Public Washington, D. C. Congressinoal Quarterly Inc. P.116. *~.M ~.~M~.~.. ~~M~A.~*. ~.~~..

10 19 ~ i t,. fi Abstract Since the Republic of China on Taiwan made great strides toward prolitical democracy in 1986, public opinion polls have also gained much popularity. The polls conducted by various organizations, public or private, more often than not appear on the headlines of many newspapers. While the reporting of these polls may help the readers have a firmer grisp of what perople think about politics, the reporting may not be as professional or as precise as one would like. This paper examines the degree to which the newspaper reporting of public opinion polls in Taiwan lives up to the professional standards set by the American Association for Public Opinion Research (AAPOR). By applying AAPOR standards to reporting of polls conducted during the 1989 Legislative and County Magistrate Elections, the paper finds that the reporting showed only moderate professionalism.