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| Author: | Ben-Ur, J. Newman, B.I. |
| Title: | A marketing poll: An innovative approach to prediction, explanation and strategy |
| Journal: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 515-538 |
| Index terms: | marketing market surveys communication individual behaviour elections voting USA |
| Freeterms: | newspapers WWW |
| Language: | eng |
| Abstract: | This paper aims to provide an evaluation of a newspaper insert survey and web-based voter surveys associated with the same newspaper, performed before and after the 2004 U.S. presidential election. Compared are demographics, response rates, and political profiles of voters responding to these two different channels of communication. The success of each in predicting the election outcome is evaluated. Some significant differences are shown btw. the two methods of voter data collection. However, each is useful in a comprehensive system aiming to follow voter attitudes and intentions before the election and predict election outcome. |
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