La investigación comercial como instrumento básico para el conocimiento de las actitudes del electorado: un estudio empírico en la Universidad del País Vasco

Abstract

Today, any political party should use professional marketing tools to analyse its market and to position itself. Therefore, the role of marketing research is fundamental, because it allows to analise the voters' needs and desires, so that the party can adopt the appropiate strategy to satisfy them.

In this article, we are trying to point out the importance of marketing research in political marketing. For that purpose, we studied the behaviour of a student-sample of the second cycle of the bachelor of business administration at the School of Economics and Business Administration of Bilbao. In this study, we've analysed the particularities of behaviour and political attitude of the studied group.

Some of the elements that make a distinction between the studied group opinion are their sex, their residence area and their parents' origin. In the study, the relationship between these classification variables and the analysed matters are collected.