The permanent campaign ‐ The integration of market research techniques in developing strategies in a more uncertain political climate

Abstract

Discusses how political parties in Europe, following the trend in the USA, have entered a new era of the permanent election campaign. Describes the more integrated role played by market research and how this process is changing the nature of political parties. Provides an example of such a trend in British politics. States that political parties’ campaign strategies and party leaderships increasingly need market research to construct a more comprehensive picture of an uncertain political environment. Parties are using qualitative research to enhance the information they have traditionally obtained from quantitative polls. Discusses why there is now a greater use of qualitative research and a greater integration of market research information. Attempts to show how such methods can be brought together and how parties can start to build integrated political marketing strategies.

Citation

Sparrow, N. and Turner, J. (2001), "The permanent campaign ‐ The integration of market research techniques in developing strategies in a more uncertain political climate", European Journal of Marketing, Vol. 35 No. 9/10, pp. 984-1002. https://doi.org/10.1108/03090560110400605