Browsing by Author "Mortimore, Roger"

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Asymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Election

Mortimore, Roger; Baines, Paul R.; Crawford, Ian; Worcester, R.; Zelin, Andrew (Warc, 2013-11-11)

Using national survey data on voters' perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and ...
BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective

Mortimore, Roger; Baines, Paul R.; Worcester, Robert; Gill, Mark (World Advertising Research Center, 2017)

This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos ...
Examining the Academic/Practitioner Divide in Marketing Research

Baines, Paul R.; Brennan, Ross; Gill, Mark; Mortimore, Roger (Emerald Group Publishing Limited, 2009-01-01)

Purpose - The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing knowledge, and explore how academics ...

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