Improving polling techniques following the 1992 General Election

Article Abstract:

The discrepancy between the predictions made in the polls and the actual results of the 1992 General Elections in the UK are analyzed to identify the reasons why forecasts were off the mark. Most polls indicated a narrow lead for the Labour Party over the Conservative Party shortly before the elections. However, the Conservative Party won by a wide majority. Twenty seven percent of the discrepancy can be accounted for by a late swing caused by lower than expected voter turnout, switchers and late deciders.

Methods, Public opinion polls, Election forecasting

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Brands - dead or alive?

Article Abstract:

Brand conception has radically evolved from one describing brand as a lifeless manipulable artefact to one describing brand as a living entity. Both still exist in the consumer and marketing research world. The implications for organizations include the need for an awareness of corporate metaphor, the need for mechanistic market research companies to work with mechanistic clients that share the same views and the importance of avoiding mixed metaphor situations.

Market Research Services, Marketing Research and Public Opinion Polling, Services, Brand choice, Marketing research firms

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