Political Marketing Alchemy

The State of Opinion Research
1. Auflage 2021
ISBN: 978-3-030-53712-8
Verlag: Springer International Publishing

Buch, Englisch, 101 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 273 g

Reihe: Palgrave Studies in Political Marketing and Management

Public opinion research has been under a great deal of criticism over the last few years as it failed to accurately predict a series of important outcomes around the world. As a result, polls are now assumed to be inaccurate at best, manipulative at worst. Nevertheless, corporations, the media, interest groups and politicians alike continue to rely heavily on them for guidance and strategic insights. The aim of this book is to examine the status of market intelligence in practice and how changes in its different contributing streams—media polling, commercial public opinion research and political polling—are pushing market intelligence into a new phase of development. This book suggests that we are moving to a new phase where the practice of market intelligence will be more akin to market surveillance and this field is on the verge of a major transformation.

Zielgruppe

Research

Autoren/Hrsg.

Turcotte, André

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Politikwissenschaft Politische Systeme Wahlen und Volksabstimmungen
• Sozialwissenschaften Politikwissenschaft Politische Kultur Politische Kommunikation und Partizipation
• Sozialwissenschaften Politikwissenschaft Politische Kultur Öffentliche Meinung und Umfragen

Inhaltsverzeichnis

Chapter 1. How We Got Here.- Chapter 2. Media Polls: The Gallup Legacy.- Chapter 3. Commercial Public Opinion Research: Show Me The Money.- Chapter 4. Market Intelligence: Glamour and Grief.- Chapter 5. "Where Are We Going?” From Market Intelligence to Market Surveillance.

Über Autor(innen)

André Turcotte is an Associate Professor at the School of Journalism and Communication, Carleton University, Canada. He has worked with several polling firms over the years and has provided opinion research advice to several politicians, corporations and organizations.