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Author: | Sparrow, N. Turner, J. |
Title: | Messages from the spiral of silence: developing more accurate marketing information in a more uncertain political climate |
Journal: | Journal of the Market Research Society
1995 : OCT, VOL. 37:4, p. 357-384 |
Index terms: | POLICY DEVELOPMENT INFORMATION |
Language: | eng |
Abstract: | The failure of the polls to forecast the eventual outcome of the 1992 election has created a period of uncertainty for all political parties. This paper attempts to explore this failure and has uncovered the existence of a spiral of silence which has significant implications for party tactics and strategy in the run-up to the next election. The current uncertainty partly emanates from the continued publication of polls which do not adjust for the effect of the spiral of silence. |
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