Abstract:
Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the presidential campaign team, coordinated by Francisco Ortiz, with the necessary tools to be in effective contact with voters. This contact made it possible to design effective messages and to understand the opinions, needs, fear, motivations, wishes and expectations of the Mexican people in order to generate concrete recommendations of political communication.
Research Papers
The prognosis of the past and remembrance of the future
Catalogue: Latin America 2001
Author: Alejandro Garnica Andrade
 
May 1, 2001
Research Papers
The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)
Catalogue: Latin America 2001
Authors: Guido Lara, Soledad Rojas
 
May 1, 2001
Research Papers
Neurosemiotics
Catalogue: Latin America 2008
Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado
Company: De La Riva Group
May 13, 2008
