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Political Marketing Alchemy = The State of Opinion Research /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Political Marketing Alchemy/ by André Turcotte.
Reminder of title:	The State of Opinion Research /
Author:	Turcotte, André.
Description:	XI, 101 p. 1 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Electoral Politics. -
Online resource:	https://doi.org/10.1007/978-3-030-53713-5
ISBN:	9783030537135

Political Marketing Alchemy = The State of Opinion Research /
Turcotte, André.

Political Marketing AlchemyThe State of Opinion Research /[electronic resource] :by André Turcotte. - 1st ed. 2021. - XI, 101 p. 1 illus.online resource. - Palgrave Studies in Political Marketing and Management. - Palgrave Studies in Political Marketing and Management.

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.

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.

ISBN: 9783030537135

Standard No.: 10.1007/978-3-030-53713-5doiSubjects--Topical Terms:

1105083
Electoral Politics.

LC Class. No.: JF1001-1048.52

Dewey Class. No.: 324.6

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