作为一种社会科学的研究方法,民意调查(也称民意测验)能够比较准确地测量人们在某个特定时间对某个问题的看法,具有较高的可信度和预见价值,因而受到媒体青睐。就国内民意调查报道的现状看,这一报道形式还尚未成熟,媒体滥用民意调查的现象时常出现,不仅歪曲了民意,也误导了公众。那么,当前国内媒体民意调查报道存在哪些主要问题,应遵循什么报道规范? As a social science research method, opinion polls (also called opinion polls) are favored by the media because they can accurately measure people’s perception of a certain issue at a specific time with high credibility and predictive value . As far as the current opinion polls in the country are concerned, the form of this report is not yet mature. The phenomenon of media abuse of opinion polls often appears, which not only distorts public opinion but also misleads the public. So, what are the major problems that the current domestic media opinion polls report and what reporting norms should be followed?