Premium
The Democratic Contribution of Political Market Researchers
Author(s) -
LeesMarshment Jennifer
Publication year - 2015
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1461
Subject(s) - politics , criticism , context (archaeology) , democracy , government (linguistics) , public relations , market research , political science , public administration , sociology , law , paleontology , linguistics , philosophy , biology
Although we know that candidates, parties and governments conduct political market research and engage in heated debate about it, market research in politics remains a largely hidden activity. This article presents the perspectives of practitioners involved in collecting and using market research including advisors to 11 presidents and prime ministers and demonstrates that market analysis in politics is a multi‐varied activity, carried out within a complex context. The over‐simplistic criticism that political marketing means politicians simply follow focus groups needs to be revised, and although poor practice will always occur, practitioners are developing more fluid and mature ways to utilize research in politics. Political market research can play a valuable role in informing the decisions politicians make and enhance the relationship between the government and the public. Copyright © 2015 John Wiley & Sons, Ltd.