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Marketing Research Articles Related to Political Polling

Marketing Research Articles Related to Political Polling

Showing items 1-11 of 11.

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Address-based sampling may provide alternatives for surveys that require contacts with representative samples of households

Published
May 2009
Authors
Mansour Fahimi and Dale Kulp
Abstract
This article examines factors contributing to researchers’ increased interest in address-based sampling (ABS) and looks at the pros and cons of ABS. Against a backdrop of declining response rates, ABS appears to offer a convenient framework for effective design and implementation of surveys that employ multimode alternatives for data collection.

Data Use: Getting your money's worth with virtual targeting

Published
January 2005
Author
Michael Lieberman
Abstract
Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

Data Use: Steering the vote: the case of the Oglala Sioux casino

Published
July 2013
Author
Michael Lieberman
Abstract
The author uses a fictional example to look at how regression analysis can help determine which issues are important to – and likely to sway – voters.

Data Use: Using conjoint analysis to shape a political message

Published
May 2004
Author
Michael Lieberman
Abstract
Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.

How Nate Silver did it

Published
January 2013
Author
Michael Lieberman
Abstract
Statistician Nate Silver proved to be more accurate in his 2012 election predictions than any of the talking heads and pundits. The author created an Electoral College model in Excel and used public data to discover the secret to Silver's accuracy.

Latinos are going cellular. Can we?

Published
June 2009
Author
Pablo Smith Ogarrio
Abstract
The industry faces a number of obstacles in attempting to conduct cell phone research with Latino consumers. Despite these hurdles, the decline in landline phone usage may force researchers to develop cell phone-based research programs to keep a growing and important market segment accessible for research.

Looking at the election debacle from a research perspective

Published
March 2001
Author
Richard "Dick" McCullough
Abstract
The 2000 presidential election debacle generated important questions. This article addresses these questions from a research perspective.

NBC/Journal poll is tested, precise process

Published
January 1987
Author
Quirk's Staff
Abstract
NBC and the Wall Street Journal have joined forces to implement "Election Day Voter Polling," a survey of over 35,000 voters nationwide that helps both news organizations to better inform and involve their customers.

Trade Talk: A Trade Talk from the past still rings true today

Published
April 2013
Author
Joseph Rydholm, Quirk's Editor
Abstract
A 1987 Trade Talk column recaps comments made by George Gallup Jr. regarding struggles research faced in coming years and while technology has changed, it seems many industry challenges are timeless.

Trade Talk: Keeping the regulatory wolves at bay

Published
February 2009
Author
Joseph Rydholm, Quirk's Editor

Using perceptual maps for political branding

Published
April 2012
Author
Michael Lieberman
Abstract
Political polls can be used to create perceptual maps that illustrate how voters identify a candidate's position and what issues candidates should focus on to garner favor with swing voters.