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Election Campaign Marketing and Impact

Election Campaign Marketing and Impact

The public's judgments of the parties and leaders plus impact of election campaigning

23.11.01

MORI interviewed 1,928 British adults aged 18+
Interviews were conducted using MORI's Omnibus and were face-to-face, in-home
Fieldwork was 24-30 May 2001
Results are based on all respondents unless otherwise stated
Data are weighted to the known population profile
An '*' indicates a finding of less than 0.5%, but greater than zero
Where percentages do not add up to exactly 100% this may be due to computer rounding, the exclusion of "don't knows" or to multiple answers

QV1 How do you intend to vote at the General Election on June 7th? [If undecided or refused at Q1] QV2 Which party are you most inclined to support? Base: All respondents 18+ [1,928]

Conservative	28%
Labour	51%
Liberal Democrats	14%
Scottish/Welsh Nationalist	3%
Green Party	1%
Democratic/UKIP/Referendum Party	2%
Other	2%

Lab lead 177	+23

Would not vote	10%
Undecided	10%
Refused	2%

QV3 Can you tell me how likely you are to vote at the General Election? Base: All respondents 18+ [1,928]

	%
Certain to vote	57
Very likely to vote	13
Quite likely to vote	12
Not very likely to vote	7
Certain not to vote	9
Don't know	2

Certain/very likely	70

QV1 How do you intend to vote at the General Election on June 7th? [If undecided or refused at Q1] QV2 Which party are you most inclined to support? Base: All who say 'certain' to vote [1139]

Conservative	30%
Labour	48%
Liberal Democrats	13%
Scottish/Welsh Nationalist	3%
Green Party	1%
Democratic/UKIP/Referendum Party	2%
Other	2%

Lab lead 177	+18

Q1 Do you think that the general economic condition of the country will improve, stay the same, or get worse over the next 12 months? Base: 1,139

	%
Improve	20
Stay the same	47
Get worse	24
Don't know	9

MORI EOI	-4

How important, if at all, would you say the things I am going to read out will be in helping you decide how to vote in the general election?Q2 The parties' policies on national issues Q3 The parties' policies on issues that affect your local area Q4 The values that each party stands for Q5 The quality of your local candidates Q6 The parties' leaders

	Q2	Q3	Q4	Q5	Q6
	%	%	%	%	%
Very important	58	52	51	38	46
Fairly important	30	32	31	34	33
Not very important	5	9	9	15	12
Not at all important	4	4	5	6	6
Don't know	3	3	4	7	3

Important	88	84	82	72	79
Not important	9	13	14	21	18
Net important	+79	+71	+68	+51	+61

How would you rate each of the following?Q7 The Conservative Party's policies on national issues Q8 The Conservative Party's policies on issues that affect your local area Q9 The values that the Conservative Party stands for Q10 The quality of your local Conservative candidate Q11 The Conservative Party's leaders

	Q6	Q7	Q8	Q9	Q10
	%	%	%	%	%
Very good	7	4	8	7	5
Fairly good	27	21	25	15	22
Neither good nor poor	23	28	23	20	22
Fairly poor	18	17	17	9	22
Very poor	14	11	15	8	19
Don't know	11	19	12	41	10

Good	34	25	32	22	27
Poor	32	28	32	17	41
Net good	+2	-3	0	+5	-14

Q12 The Labour Party's policies on national issues Q13 The Labour Party's policies on issues that affect your local area Q14 The values that the Labour Party stands for Q15 The quality of your local Labour candidate Q16 The Labour Party's leaders

	Q11	Q12	Q13	Q14	Q15
	%	%	%	%	%
Very good	11	8	15	10	15
Fairly good	43	30	41	26	40
Neither good nor poor	20	27	20	19	17
Fairly poor	12	13	10	7	13
Very poor	6	8	7	6	9
Don't know	8	14	7	32	6

Good	54	38	56	36	55
Poor	18	21	17	13	22
Net good	+36	+17	+39	+23	+33

How important, if at all, would you say the things I am going to read out will be in helping you decide whether to vote for a particular party?Q17 That the party's leader is good in a crisis Q18 That the party's leader is capable Q19 That the party's leader understands world problems Q20 That the party's leader has sound judgement Q21 That the party's leader is more honest than most politicians

	Q17	Q18	Q19	Q20	Q21
	%	%	%	%	%
Very important	74	75	67	71	62
Fairly important	19	19	25	22	27
Not very important	2	2	3	2	5
Not at all important	2	2	2	3	3
Don't know	3	2	3	2	3

Important	93	94	92	93	89
Not important	4	4	5	5	8
Net important	+89	90	+87	+88	+81

Q22 That the party's leader is down to earth Q23 That the party's leader understands the problems facing Britain Q24 That the party's leader is patriotic Q25 That the party's leader has got a lot of personality Q26 That the party's leader is in touch with ordinary people

	Q22	Q23	Q24	Q25	Q26
	%	%	%	%	%
Very important	50	77	47	31	68
Fairly important	37	17	34	43	25
Not very important	8	2	12	18	3
Not at all important	3	2	5	5	3
Don't know	2	2	2	3	1

Important	87	94	81	74	93
Not important	11	4	17	23	6
Net important	+76	+90	+64	+51	+87

Q27 That the party's leader is not narrow minded Q28 That the party's leader is not too inflexible Q29 That the party's leader is not inexperienced Q30 That the party's leader does not talk down to people

	Q27	Q28	Q29	Q30
	%	%	%	%
Very important	60	42	47	64
Fairly important	30	46	35	25
Not very important	5	6	12	5
Not at all important	3	3	4	3
Don't know	2	3	2	3

Important	90	88	82	89
Not important	8	9	16	8
Net important	+82	+79	+66	+81

How important, if at all, would you say the things I am going to read out will be in helping you decide whether to vote for a particular party?Q31 That the party keeps its promises Q32 That the party understands the problems facing Britain Q33 That the party represents all classes Q34 That the party looks after the interests of people like us Q35 That the party is moderate

	Q31	Q32	Q33	Q34	Q35
	%	%	%	%	%
Very important	76	80	75	74	39
Fairly important	18	15	18	18	46
Not very important	2	1	3	3	8
Not at all important	2	2	2	2	3
Don't know	2	2	2	3	4

Important	94	95	93	92	85
Not important	4	3	5	5	11
Net important	+90	+92	+88	+87	+74

Q36 That the party is concerned about the people in real need in Britain Q37 That the party has a good team of leaders Q38 That the party has sensible policies Q39 That the party is professional in its approach Q40 That the party in not divided

	Q36	Q37	Q38	Q39	Q40
	%	%	%	%	%
Very important	76	71	73	65	55
Fairly important	18	23	21	28	32
Not very important	2	2	2	3	7
Not at all important	2	2	2	2	3
Don't know	2	2	2	2	3

Important	94	94	94	93	87
Not important	4	4	4	5	10
Net important	+90	+90	+90	+88	+77

Q41 That the party is not extreme Q42 That the party does not promise anything to win votes Q43 That the party is not out of touch with ordinary people Q44 That the party is not too dominated by its leader

	Q41	Q42	Q43	Q44
	%	%	%	%
Very important	54	60	70	42
Fairly important	34	28	24	44
Not very important	6	6	2	8
Not at all important	3	3	2	3
Don't know	3	3	2	3

Important	88	88	94	86
Not important	9	9	4	11
Net important	+79	+79	+90	+75

Q45 During the past few weeks have you...? Q46 [If yes] Which party or parties was that? 'Other' aggregates %s for PC/SNP, Referendum etc, 'Other political organisation e.g. campaigning group, trade union etc.' DK/CR denotes 'Don't know/can't remember which party'

	Any	Con	Lab	LD	Other	DK/CR	No	DK
	%	%	%	%	%	%	%	%
Had any political leaflets put through your letterbox	69	43	40	26	10	4	30	1
Seen any party election broadcasts on TV	58	39	43	28	12	3	42	0
Heard any party election broadcasts on the radio	16	10	10	7	2	2	83	1
Seen any political advertisements on billboards	50	31	35	7	2	3	49	1
Been called on by a representative of any political party	14	6	7	2	1	0	85	1
Received a letter signed by a party leader individually addressed to you	12	6	6	2	0	0	86	2
Helped a political party in its campaign	3	1	1	1	0	0	97	0
Attended a political meeting addressed by a candidate	1	0	1	1	0	0	98	1
Received a video through your letterbox from a political party	1	0	1	0	0	0	99	0
Been telephoned by a representative of any political party	5	2	3	0	0	0	95	0
Watched the leaders debate on TV	43	32	32	23	4	1	56	1
Seen any political advertisements in newspapers	37	23	25	11	5	5	61	2
Received an e-mail from a political party	1	*	*	0	0	0	98	1
Visited a political party's website	2	1	1	0	0	0	98	0
Used the internet to access information on candidates or parties	2	1	2	0	0	0	98	2

Q47 And which of these items, if any, have influenced the way you intend to vote? Base: All; 'Con', 'Lab' and 'Lib Dem' refer to supporters of each party

	All	Con	Lab	LD
	%	%	%	%
The television debate between the party leaders	21	18	24	24
Newspapers	15	20	15	18
Party election broadcasts	14	16	18	12
The views of your local candidates	13	12	16	16
Political leaflets put through letterbox	6	7	6	8
Opinion polls	4	2	5	3
Posters on billboards	2	3	2	2
Video received from political party	0	0	0	0
Telephone calls from political parties	1	0	1	1
Internet	1	1	1	2
Other	4	3	4	5
None of these	50	54	44	46
Don't' know	2	0	2	1

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