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Political Marketing Alchemy

The State of Opinion Research

  • Book
  • © 2021

Overview

Authors:
  1. André Turcotte

    1. Carleton University, Ottawa, Canada

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  • Aims to examine the current state of the practice of market intelligence
  • Suggests that we are moving to a new phase when the practice of market intelligence will be more akin to market surveillance
  • Separates polls (or market intelligence research more broadly) into three categories: media polls, commercial public opinion research, and political polling

Part of the book series: Palgrave Studies in Political Marketing and Management (Palgrave Studies in Political Marketing and Management)

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Table of contents (5 chapters)

  1. Front Matter

    Pages i-xi
    Download chapter PDF

  2. How We Got Here

    • André Turcotte
    Pages 1-20

  3. Media Polls: The Gallup Legacy

    • André Turcotte
    Pages 21-56

  4. Commercial Opinion Research: Show Me the Money

    • André Turcotte
    Pages 57-71

  5. Market Intelligence: Glamor and Grief

    • André Turcotte
    Pages 73-89

  6. “Where Are We Going?” From Market Intelligence to Market Surveillance

    • André Turcotte
    Pages 91-101
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Keywords

About this book

Public opinion research has been under a great deal of criticism over the last few years as it failed to accurately predict a series of important outcomes around the world. As a result, polls are now assumed to be inaccurate at best, manipulative at worst. Nevertheless, corporations, the media, interest groups and politicians alike continue to rely heavily on them for guidance and strategic insights. The aim of this book is to examine the status of market intelligence in practice and how changes in its different contributing streams—media polling, commercial public opinion research and political polling—are pushing market intelligence into a new phase of development. This book suggests that we are moving to a new phase where the practice of market intelligence will be more akin to market surveillance and this field is on the verge of a major transformation.

Authors and Affiliations

  • Carleton University, Ottawa, Canada

    André Turcotte

About the author

André Turcotte is an Associate Professor at the School of Journalism and Communication, Carleton University, Canada. He has worked with several polling firms over the years and has provided opinion research advice to several politicians, corporations and organizations.

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