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In This Chapter
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The role of opinion research in setting campaign strategy
- The Topic: Opinion Research-Based Strategy
- Previous Research on Opinion Research-Based Strategy
- New Research: Explaining the Utility of Opinion Research in Strategy Development
- Positioning
- Messaging Architecture
- Understanding Voters’ Makeup
- Timing and Delivery
- Types of Research
- Advice for Practitioners
- The Impact on Politics
- The way Forward: the Future of Research-Based Strategy
- Bibliography
Abstract
Should our candidate focus on healthcare or on education in next week’s televised debate? Campaigns have to consider and decide myriad such questions every day. This chapter is about how good campaigns find the right answer to that question.
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