Politicians have always been keen to know what would attract voters and what would repel them. Armed with such knowledge, they can try to modify their campaigning to maximise its effectiveness. Forty years ago they relied on little more than informed guesswork. Today, systematic opinion research is an important tool of political communication, and a key influence on the content, style and means of delivery of party propaganda.
KeywordsFocus Group Party Leader Qualitative Work Quantitative Work Party Official
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