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.
This could also be of interest:
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
The prognosis of the past and remembrance of the future
Catalogue: Latin America 2001
Author: Alejandro Garnica Andrade
 
May 1, 2001
Research Papers
Enhancing the contribution of research to central government advertising
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Clare Chardin, David McCallum
 
June 15, 1983
