haku: @indexterm elections / yhteensä: 188
viite: 10 / 188
| Tekijä: | Phillips, J.M. Reynolds, T.J. Reynolds, K. |
| Otsikko: | Decision-based voter segmentation: An application for campaign message development |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 310-330 |
| Asiasana: | marketing market segmentation communication politics elections voting decision making USA |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to show how the segmentation of voters based on decision-making processes, using means-end laddering research innovations and real-time interactive online (here as: o-l.) interviewing (here as: i-vg.), can aid in the formation of political communications strategy, incl. theme and message development. Based on data from a sample of more than 110 voters interviewed during the 2004 U.S. presidential election campaign, the paper draws on three recent innovations to the means-end laddering methodology: elicitation questioning techniques, decision segmentation analysis, and real-time interactive o-l. i-vg., applying them to an electoral context. The three innovations were found to provide an efficient set of methods as the foundation for the campaign message development process. |
SCIMA