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© 2021

Political Marketing Alchemy

The State of Opinion Research

  • Aims to examine the current state of the practice of market intelligence

  • Suggests that we are moving to a new phase when the practice of market intelligence will be more akin to market surveillance

  • Separates polls (or market intelligence research more broadly) into three categories: media polls, commercial public opinion research, and political polling

Book
  • 431 Downloads

Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Table of contents

  1. Front Matter
    Pages i-xi
  2. André Turcotte
    Pages 1-20
  3. André Turcotte
    Pages 21-56
  4. André Turcotte
    Pages 73-89

About this book

Introduction

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.

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.

Keywords

Public Opinion Public Opinion Research Political Polling Political Marketing Gallup Poll Data Management Platforms Branded On-line Communities straw poll scientific polling polling election polls survey research consumer behaviour audience segmentation rating systems psychographics market intelligence opinion formation elections

Authors and affiliations

  1. 1.Carleton UniversityOttawaCanada

About the authors

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.

Bibliographic information