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|Other Titles:||The Modernization of Campaign Strategy: A Case Study of 1997 Taoyuan County Magistrate Election|
Election forecasting;campaign strategy;aggregate data;survey data
|Issue Date:||2009-01-13 17:13:48 (UTC+8)|
Managers of campaign headquarters often find it difficult to balance resource allocations between mobilization and propaganda divisions. The issue is critical in the battlefield but usually over-looked by academic circle. The study looks into the phenomenon using both aggregate and survey data and tries to explore the possibility of utilizing results of opinion polls for evaluating candidate performance. Analysis of aggregate data confirms the strength of mobilization but finds its role less significant. Its share of vote getting is shrinking as time changes. On the other hand, analysis of survey data shows that opinion polls can actually reflect the effectiveness of candidates' strategy in image building. However, if a re-search work want to get the most out of opinion polls it must plan ahead, hands in hands with campaign strategy, and put in more ingredients of network and communication behaviors.
|Relation:||選舉研究, 6 (2), 1-21|
|Appears in Collections:||[選舉研究中心] 期刊論文|
[選舉研究 TSSCI] 期刊論文
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