Overview
- 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
Part of the book series: Palgrave Studies in Political Marketing and Management (Palgrave Studies in Political Marketing and Management)
Access this book
Tax calculation will be finalised at checkout
Other ways to access
About this book
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.
Similar content being viewed by others
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
Table of contents (5 chapters)
Authors and Affiliations
About the author
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
Book Title: Political Marketing Alchemy
Book Subtitle: The State of Opinion Research
Authors: André Turcotte
Series Title: Palgrave Studies in Political Marketing and Management
DOI: https://doi.org/10.1007/978-3-030-53713-5
Publisher: Palgrave Pivot Cham
eBook Packages: Political Science and International Studies, Political Science and International Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2021
Hardcover ISBN: 978-3-030-53712-8Published: 18 August 2020
Softcover ISBN: 978-3-030-53715-9Published: 18 August 2021
eBook ISBN: 978-3-030-53713-5Published: 17 August 2020
Series ISSN: 2946-2614
Series E-ISSN: 2946-2622
Edition Number: 1
Number of Pages: XI, 101
Number of Illustrations: 1 b/w illustrations
Topics: Electoral Politics, Political Communication, Marketing