Innovative research approach

Cranfield School of Management

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UK Election 2010

Innovative research approach

A combination of online questionnaires, real-time texting and online diaries

Participants complete a questionnaire about their voting intentions, perceptions of parties and leaders and views on issues before texting.

They are then briefed to text whenever they see, hear, experience or even think about anything that relates to one of the political parties. They simply reply to the text on the right whenever they encounter one of the parties using the code to answer 4 questions:

  • What is the party?
  • What is the occasion?
  • How did it make you feel?
  • How likely did it make you to vote for this party?

Participant texts go into their own online diary which they complete every other day, uploading photos and providing comments about their experiences.

Each week participants repeat their online questionnaire to see how their views are changing and which experiences impact on perceptions and voting intentions.

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