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A marketing poll: an innovative approach to prediction, explanation and strategy

Joseph Ben‐Ur (Department of Management and Marketing, University of Houston – Victoria, Victoria, Texas, USA)
Bruce I. Newman (Department of Marketing, DePaul University, Chicago, Illinois, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 6 April 2010

1855

Abstract

Purpose

The purpose of this paper is to provide an evaluation of a newspaper insert survey and web‐based voter surveys associated with the same newspaper, conducted before and after the 2004 US presidential election.

Design/methodology/approach

The study compares response rates, demographics, and political profiles of voters responding to these two different channels of communication and evaluates the success of each in predicting the election outcome.

Findings

The study results show some significant differences between the two methods of voter data collection; nevertheless, each is useful in a comprehensive system that attempts to follow voter attitudes and intentions before the election and predict election outcome.

Origiality/value

The study relies on the use of an innovative marketing poll that goes beyond simple prediction of a voter's behavior and offers an explanatory component useful in the development of marketing strategies during a campaign.

Keywords

Citation

Ben‐Ur, J. and Newman, B.I. (2010), "A marketing poll: an innovative approach to prediction, explanation and strategy", European Journal of Marketing, Vol. 44 No. 3/4, pp. 515-538. https://doi.org/10.1108/03090561011020561

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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