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Perception of political parties and their campaigns: An exploratory study inGhana
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GHANA INSTITUTE OF MANAGEMENT AND PUBLIC ADMINISTRATION(GIMPA)
GIMPA GRADUATE SCHOOL OF BUSINESSMASTERS IN BUSINESS ADMINISTRATION (MBA) EVENING PROGRAM
GMBA 705: Marketing Research (September December 2012)Group marketing research project (30%)
Perception of politics and political parties: an exploratory study in Ghana
Instructor: Charles Blankson, Ph.D.
Presented by: 2010 MBA MARKETING GROUP II
Group membersEDEM AFI GUNU MBAE10040127
ERNEST BRAWUA MBAE10040101
DANIEL YAW GORDON MBAE10040125
GLORIA HAYIBOR MBAE10040132
RAPHAEL .S. KUWORNU MBAE10040144
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Abstract
This paper presents the results of a study conducted to determine perception of Ghanaians on
political parties and their campaigns and finds congruence between perceptions and the
results of content analysis of various newspapers. Respondents largely agreed with
perception that politics was largely for personal gain, lacked integrity and had ethnic
undertones.
Though it is a qualitative research, questionnaires were developed and administered but
analysis was done using excel template. The goal was to add further credence to results of
the qualitative study without going into full quantitative analysis.
Respondents agreed largely that political parties campaigns was full of propaganda and did
not influence electoral fortunes. Rather perceptible achievements were much more important
than campaigns. In all 130 articles were content analyzed and results showed congruence
between the media and respondents on perception of politics being largely for personal gain,
lacking integrity, full of propaganda, education and health being key in campaigns and
tangible achievements being very important to electoral fortunes.
Introduction
The name of modern day Ghana was culled from the ancient kingdom of Ghana, which was
one of the most powerful three West African states of Mali and Songhai. Its gloried period
was between the 12th to the 16th centuries. In the aftermath of its defeat by the Songhai
Empire, most of its citizens, it is believed, migrated to present day Ghana (www.css.co.za)
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ushered in the Provisional National Defence Council (PNDC). This regime under pressure
from both internal and external sources organised democratic elections in 1992 that brought
in the Fourth Republic. The National Democratic Congress led by Rawlings won the 1996
elections. In 2000 it lost to the major opposition party, the New Patriotic Party (NPP) led by
J.A. Kufuor who won another term in 2004.
Political system
With successful elections held in 2008 and an impending one in 2012 one can say that
democratic governance is gaining roots as the preferred form of governance in Ghana. Not
surprisingly, the 2008 Afrobarometer report states that 79% of adult Ghanaians prefer
democracy to alternative forms of government, making party turnover increasingly likely
outcome each election year.
There however seem to be an inequity in electoral fortunes .According to the STAR-Ghana
report, Ghana Today , Ghana is settling into a de facto two-party system with only NPP and
NDC being the only parties with a reasonable chance of electing a President and forming a
government. With Fluid electoral majorities, there is no dominant single party: NPP and
NDC are more or less equally matched in national electoral strength
According to the 2011 USAID REPORT on Ghana (USAID, Ghana, Ghana Democracy and
Governance Assessment, Final Report. Fox et al, 2011) Ghana politics is embodied winner-
take-all system which undermines administrative accountability for the effective use of public
resources to address socio-economic problems. Also there is a growing concentration of
wealth among exclusive group of politicians and their supporters excluding the vast majority
of Ghanaians who largely continue to wallow in poverty.
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Further STAR-Ghana report (GHANA TODAY) identifies that competition and electoral
outcomes exhibits growing polarization along ethnic lines with NPP strongly identified with
Akan, especially with Twi-speaking subgroups (Asante,Akim,Kwahu) and NDC enjoying
support from Ewes and ethnic groups of the three Northern regions.
Literature Review
Perception of Politics
Public opinion consists of the views held by the population of a state that influence those in
power. In a democratic state, politicians must listen to public opinion if they wish to keep
their jobs(www.sparknotes.com).In America, public opinion is a dominant force in American
politics and especially so during the long electoral process. If a presidential candidate fails to
hit it off with the media at the first primary, then that presidential candidate is likely to have a
political mountain to climb up to the election (www.historylearningsite.co.uk)
According to the authors influences on public opinion includes:
1. Politicians who actively campaign to generate support among the public. They give
speeches and interviews, stage rallies, and listen to constituents.
2. The news media which covers all major political events extensively. Because the vast
majority of people get their political information from the media, it has a huge impact.
Thus by deductive reasoning we can state that the perception of the public towards a
particular party or candidate or politics based on public opinion can have an effect on
electoral fortunes.
Perception of Ghanaians about politicians has largely being unfavorable. The CDD
afrobarometer report on Ghana states that perception of corruption among elected officials
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and governments has witnessed persistent rise since 2002, with 95 per cent of the citizens
perceiving that some tax officials and police officers are corrupt. The report further revealed
that perception of corruption among public officials was as high as 58 per cent for officials at
the presidency and some members of parliament while 56 per cent observed that governments
were corrupt.
Politics Parties Campaign
In campaigning for political positions, whether or not one is capable of being a leader is not
the key to success, but what seems to be the important thing is how one can use an effective
campaign strategy to drum home ones message (Kajo W & Svenja. H. (2011)
According to Lindberg, 2006, presidential campaigns are very hotly contested because they
determine who is selected as the head of state and to whom majority of the people would
entrust guardianship of their sovereignty. Since few citizens are able to attend campaign
rallies, majority of voters get messages about candidates mostly from alternative media.
(Ridout & Mellen, 2007)
According to Kajo W & Svenja. H. (2011) various campaign strategies can be adopted by
political parties to maximize their effect. The strategies include Street campaign ,The classic
distribution campaign ,Street tango ,The ground newspaper, Desires wall or wailing wall
,Media work (radio, print, TV) ,Organize advocates and supporters, Telephone campaigns
and Online campaign. In Ghana the most popular campaign methods include Media work,
organization of advocates and supporters and street campaigns. Phone campaigns are also
gradually becoming popular and some Presidential Candidates send wholesale campaign
messages via SMS outlining salient points in their manifesto.
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According to Ninsin (2006), Politcal parties through their campaigns employ various tactics
to mobilize voters for their course. The tactics include appeal to political tradition, ethnic
identity and religion, appeal to other identities such as settlers versus indigenes, as well as use
of money and other material incentives. The influence of these factors in determining the
outcome of elections depends on the constituency and whether its parlia mentary or
presidential. In Presidential elections, these local factors are weighed, often heavily, by
national issues like the economy.
Of all information voters obtain through the mass media during a presidential campaign,
knowledge about where the candidates stand is vital and can influence voters perception and
choice of candidates (Amponsah, 2012).According to the author, policy issue statements
contribute to better voter knowledge and voting decisions. These policy issue statements can
be obtained from newspaper articles and communicated extensively during campaigns. Also
since positive tone of campaign coverage could be favorable to democracy, candidates adjust
the tone of their comments in order to appeal to the electorate.
From the foregoing it could be inferred that campaigns generally influence voting behavior
and that candidates try to project a positive image in the mind of electorates in order to
influence electoral fortunes.
Literature on perceptions of Ghanaians about politicians as well as political parties and their
campaigns has not been cited by the authors. Apart from Peter N.Amponsah work in 2012
which discusses the Daily Graphic Coverage of Presidential campaigns in Ghana, not much
work has been done on Political partys campaign. Though the paper addresses the influence
of campaigns on voter choice it fails to discuss the congruence between what the newspapers
address in campaign messages and the perception of voters on political campaigns and thus
provides the impetus for this research.
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Research Aims and Objectives
The aim of this research is access public perceptions of political parties and their campaigns
during elections. More specifically the objectives of this paper are to:
1. Determine public perception about politics in general
2. Determine public perception of political parties campaign and
3. By means of content analysis of various newspaper commentaries and communications
from political parties determine the congruence between the strategies and tactics adopted by
political parties and the aforementioned.
Research Methodology
Due to the exploratory nature of this research it was decided that a qualitative research was
most appropriate. (see Blankson &Omar,2002).In order to achieve the research goal, a multi-
step process demanding that thorough attention be paid to every step of the process has been
adapted in the questionnaire design process. This method was adapted by Blankson &
Kalafitis(2004) and Blankson &Strutton (2011).In their research they adapted a modified
version of Parasuraman et al.framework with the following steps (see fig.1):Initial generation
of statements, Deletion of duplicate statements, Initial collection of perception, scale
development and purification, identification of main factors/dimensions, final collection of
perceptions, evaluation of the reliability and validity of the positioning typology and
positioning typology. This framework was used with some modifications to fit our purpose.
Our modified framework is as follows:
Step 1: Initial generation of statements from in-depth interviews
Step2: Deletion of duplicate statements
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Step 3: Design of questionnaires
Step 4: Pilot test of questionnaire
Each of the steps is now debated in detail:
Initial generation of statements from in-depth interviews (Step 1)
Each member of the team (5) conducted an in-depth interview to elicit views on politics and
political parties and their campaigns. Questions were open-ended and were phrased as
follows:
1. What is your perception of Politics in Ghana?
2. What is your perception of political parties and their campaigns?
The interview lasted typically for about 30 minutes per session and took place in natural non-
contrived settings. Our choice of sample size was informed from Parmentier, Fisher et al.
(2012) who adapted McCrackens precept of adding additional interviews to dataset until no
incremental insights are generated with each new informant. After interviewing 12 people we
felt we had reached a saturation point since successive new respondents after the 10 th
interview gave no new perceptions. In all we collected a total of 56 statements. Selection of
the interviewees was purely judgmental and the only requirement was one had to be 18 years
of age.
Deletion of duplicate statements (Step 2)
This stage was done by adaptation of Blankson and Kalafitis,2004.In their research, they
followed suggestions of Kirk and Miller (1986),Bliss et al.(1987) ,Gordon and Langmaid
(1988) and Loos(1995).We thus examined the list of 56 generated statements and identified
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and deleted duplicate/overlapping statements by means of inductive reasoning. The process
resulted in the retention of only those statements/items, which were viewed as potential
discriminators across respondents perception. The exercise resulted in 16 statements which
were used as the variables for the questionnaire.
Design of questionnaire (Step 3)
The questionnaire was designed based on Dilman,Tortora,Bowker(99).Though this article
was on principles for conducting web surveys we surmise that a number of the principles
could be adapted for our purposes .As per the Dilman approach we introduced the
questionnaire with a motivational consent statement that emphasizes the ease of responding .
Questionnaires began with very simple introductory questions that could easily be answered
by respondents. Questions were designed to reduce measurement and non-response errors.
For each statement the respondents were requested to indicate the degree to which they
agreed with perception of politics and political parties campaigns. The statements were
measured on a 7 point likert scale where 1 stood for I do not agree at all with the statement
and 7 I very much agree with the statement. The questionnaire was completed with
questions on the demographic profile of respondents. (See Appendix 1)
Pilot test of questionnaire (step 4)
The questionnaire was pre-tested to remove ambiguous statements, correct any typographical
errors and improve on response rate. A total convenience sample of ten people was chosen
for the pilot study. The y had a minimum of a first degree and were working in our
respective companies .After the exercise the questionnaires were modified a.Some of the
suggestions include: correction of word Politcal to political, Ghanaian to Ghanaian, addition
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of likert scale instructions on page 3 of questionnaire and further explanation of the word
propaganda
Data Collection method
The population of interest was the population of Ghanaians of voting age i.e. 18years and
above. For our purposes, the sampling unit was made up of male and Female Ghanaians of
voting age, of sound mind and who had a at least a post-secondary education .We believe
these sampling unit would reduce the incidence of measurement errors. Measurement errors
are from inaccurate answers to questions that stems from poor question wording, poor
interviewing, survey mode effects and/or the ability of the respondent to answer the
questionnaire (Dilman et al., 99). A convenience sample of 80 people made up of 19 males
and 61 females was used for the survey. Snowball techniques were used in certain cases to
identify respondents. In all a total of 80 questionnaires were administered with a response
rate of 75%.The questionnaires were handed to respondents, their names were written down
and the questionnaires were collected after 24 hours.
Content analysis
Content analysis is a multipurpose methodology developed specifically for investigating any
problem in which information content serves as the basis for inference. (Blankson &
Strutton,2011). Its a quasi-quantitative and qualitative method and involves analyzing
information contents by considering key trends, themes characters, items and
words.(Blankson & Strutton,2011)
Content analysis was used in this study because it involves investigating the congruence
between individual perceptions and themes obtained from newspaper articles and
advertisement.Blankson,Strutton (2011),identified content analysis as a multipurpose
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methodology which is used for exploring any problem in which information content serves as
the foundation for inference. Since identification of themes from newspapers involves
exploring information content, content analysis would be suitable.
In all 60 newspapers were content analyzed. A total of 130 articles from the newspapers
were content analyzed for the presence of final themes identified and included in the
questionnaire. A template was developed by the team for collation of results obtained from
content analysis(see Table 2)
Coding Procedures
The team adapted the coding procedure used in Blankson,Strutton (2011).In this article the
authors in an attempt to identify typology of positioning strategies used the frequency system.
Consistent with Nelson and Pack (2007),they trained coders to detect and classify
advertisement content into mutually exclusive ,exhaustive and reliable categories based on
identified typology of positioning strategies. Using an emic approach and inductive
reasoning, they identified various position strategies by means of ad character, nature of the
ad in the photo background, character of the language, written jargon and headlines and
social situations and behaviors displayed in the ad.We adapted parts of this framework and
tailored it to our needs .Themes introduced in the initial stages of the research and
incorporated in questionnaire were identified using inductive reasoning, ad character, written
jargon and headlines in articles, photos accompanying articles and social situations and
behaviors displayed in the ad.The frequency of occurrence was recorded in the content
analysis table.
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Table 2:Template and themes used content analysis.
Results
Ideally questionnaires had to be coded and analysed using SPSS software but this was not
done due time constraints. Instead responses were analysed using excel. In likert scale,
responses between 1-3 was considered as disagreement with a particular theme and 5-7
scale considered as agreement with a particular theme.4 was considered a neutral response.
Percentage of respondent s who agreed or disagreed with particular themes was then
determined. The results of content analysis was also analysed similarly. Here congruence was
determined by the level of agreement between newspaper articles and general perceptions. If
perception for a particular theme was above 60% it was considered high. Congruence was
determined if content analysis results gave almost similar results with respect to articles
covering such themes.
With respect to perception on politics ,a large number of respondents (84%) agreed that
politics had ethnic undertones. However only 15.9% of articles covered that theme.
78% of respondents agreed that politicains engaged in politics largely for personal gain and
over 36% of articles content analysed agreed largely with this assertion.
CONTENT ANALYSIS
THEME 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
1.Perception of politicsa.Personal gainb.Unfulfilled promisedc.Lacks integrity(corruption)d.Ethnic undertonese.No advantagesf.Manipulation of illiterate population
2.Perception of political campaignsa.Education and heal th central themesb.Propagandac.Does not influence voting behaviord.Negative tonee.Supporters under influencef.Improper planningg.Tangible achievments
FREQUENCY
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han of newspapers content analysed expressed similar sentiments.
With the perception that politicians largely did not fulfill their promises to electorates there
was only a marginal difference between those who agreed and disagreed. Whilst 56% of
respondents agreed ,44% disagreed with the statement.28% of articles content analysed
expressed similar sentiments.
On the issue of perception of political parties and their campaigns, most respondents (87%)
greed that health and education were central themes. This was in congruence with content
analysis where 35% of articles talked about education and health.
Over 70% of respondents also agreed that Politcal parties campaigns was full of propaganda,
did not really influence voting behavior and the large crowds seen at campaign rallies were
usually under influence and created a false impression of popularity. Over 30% of articles
also content analysed expressed similar sentiments.
65% of respondents were of the opinion that campaigns were not necessary and that tangible
achievements was a better influencer of positive voter behavior. These sentiments were
identified in relatively large percentage of newspaper content analysed and was a dominant
theme in most of the newspaper articles.
However most people disagreed with the perception that campaigns were not properly
planned. This was the only perception where respondents disagreed with. Largely
respondents agreed with most of the perception themes elicited from the in-depth interviews.
Considering the issue of congruence ,there was congruence between the media (content
analysis) and respondents on the perception that politicians were in politics largely for
personal gain. There was also congruence on the issue of corruption and lack of integrity in
politics. However there was incongruence on the issue of politics having ethnic undertones.
The highest percentage of respondents agreed with the fact that ethnicity played a central role
in politics but most newspaper articles did not cover that theme.
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Also there was incongruence on issue of politics based largely on manipulation of illiterate
population. Over 70% of respondents agreed with that assertion but this only 23 of 160
articles content analysed identified such a theme.
There was congruence on issue of education and health being central themes of campaigns,
Campaigns full of propaganda and on issue of tangible achievements being more important to
positive electoral fortunes than campaigns.
Discussions
There was a high level of agreement among respondents that politicains engaged in politics
largely for personal gain. It seems a lot of electorates do not believe politicians whose main
mantra is we want to serve you . I believe politicians in Ghana have a lot of work to do to
convince voters that the welfare of the ordinary Ghanaian is their credo. This perception is
largely supported by the media where a large number of articles discuss this theme. These
responses are not surprising because most respondents also think that politicains are largely
corrupt and lack integrity
Majority of respondents also think that politics in Ghana has ethnic undertones. This supports
the research by STAR-Ghana which identified that electoral outcomes exhibit growing
polarization along ethnic lines. Unfortunately this issue is not discussed broadly in the media.
I believe the media has a cardinal role to play in the development of multi-party democracy .
Ethnic based politics on the other hand has the tendency to destroy the gains obtained from
democracy and/or prevent us from full benefit of democratic governance. I believe the media
has to do more to address this issue. We need to identify it as antagonistic to democracy and
put in place measures to mitigate its effect.
58% of respondents were of the opinion that multi-party democracy did not offer any
advantage compared to military rule. This is in sharp contrast to the 2008 Afrobarometer
report which states that 79% of Ghanaians preferred democracy. The reason for this might be
that people prefer democracy just because of peace and stability it offers but when it comes to
economic and other issues they do not think democracy is any better.
With regards to political partys campaigns, most respondents were of the opinion that
campaigns did not influence voting behavior. This might be because of the issue of ethnicity
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discussed earlier. Its known that some ethnic regions would still not vote for a particular
party irrespective of the degree of campaign done by the party they do not support.
Finally the was a high agreement among respondents that tangible achievements were moreeffective at winning votes as compared to campaigns which they perceive to be full of
propaganda.
Conclusions
There was a high agreement among respondents that politicians were in politics largely for
personal gain and that there was corruption in politics. Also politics in Ghana was influenced
by ethnicity and politicains took advantage of the large illiteracy rate and manipulatedelectorates for personal benefit.
Respondents also agreed largely that education and health were the central themes in most
campaigns and campaigns were mostly full of propaganda. They believed that campaigns did
not have much influence on voting behavior, rather what were more important were tangible
achievements. They however were of the opinion that campaigns were generally well
planned.
There was congruence between respondent opinions and content analysis on politics being
largely for personal gain, lacking integrity, full of propaganda, education and health being
key in campaigns and tangible achievements being very important to electoral fortunes
Limitations
According to Blankson,Strutton(2011) , a reliability analysis should be done when
conducting content analysis. The tests should assess stability, accuracy and reproducibility
respectively. However due to time constraint this was not done.
A detailed quantitative analysis of the results was not done due to time constraints. We
developed and administered questionnaires but could not analyze in SPSS.We however
analyzed data in excel to get insights into the perceptions. This was done to add a little morecredibility to the qualitative study.
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Further research
This exploratory research gives insights into further topics of interest. First knowledge of the
degree of ethnic influence on Ghanaian body politics will be reasonable area of study worthconsidering. Also the influence of the media/campaigns on voting behavior in Ghana will
make for interesting reading
References
1. Amponsah, P. N. (2012). The daily graphic coverage of presidential campaigns in
Ghana. Journal of political science, government and politics, 1(1), 1-3.
2. Blankson, C., & Kalafitis, S. P. (2004). The development and validation of a scale
measuring consumer/customer-derived generic typology of positioning strategies.
Journal of marketing management, 1(2),11-15
3. Blankson, C., & Omar, O. E. (2002). Marketing practices of African and caribbean
small businesses in london,uk. Qualitative market research:an international journal,
5(2), 123-134. doi: DOI 10.1108/13522750210423823
4. Blankson, C., & Strutton, D. (2011). A longitudinal examination of positioning
strategies in a liberalized developing African economy: The case of Ghana. Wiley
periodicals, 53(1), 52-65.
5. Dilman, D., Tortora, R. D., & Bowker, D. (1999). Principles for constructing web
surveys. Retrieved from http://scholar.google.com/scholar?q=principles for
constructing web surveys.
6. Kajo W & Svenja. H.(2011).Effective political communication in Ghana, Friedrich-
Ebert-Stiftung Ghana
7. Lindberg .S.I (2006),Democracy and elections in Africa, The John Hopkins university
press,1-23
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8. Ninsin .K.(2006),Study of political parties and political participation in Ghana,Konrad
adenauer stiftung,3-19
9. Odotei I.K.(2008),History of Ghana, Institute of African studies university of Ghana,
Retrieved from http://irenekodotei.org/content/history-ghana
10. Parmentier, M., Fisher, E., & Reuber, A. R. (2012). Positioning brands in established
orgnizational fields. Journal of the academy of marketing science.
11. Ridout T.N & Mellen .B.(2007),Does the media agenda reflect the candidates
agenda?, Press/politics,12,44-62
12. Star-Ghana, Ghana Today: A political economy analysis
13. USAID, Leslie. F.,Hoffman .B.,Anyimadu .A.,Keshishian .M. (2011),Ghana
democracy and governance assessment,3-62
14. Vibeghana.com,political history of Ghana. Retrieved from
vibeghana.com/Ghana/political-history-of-Ghana/
15. www.css.co.za
16. www.history learningsite.co.uk
http://www.css.co.za/http://www.css.co.za/http://www.css.co.za/http://www.history/http://www.history/http://www.history/http://www.history/http://www.css.co.za/7/28/2019 Market Research Term Paper
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Appendix 1-Questionniare
CONSENT STATEMENT
Dear Participant,
This research deals with the public perception of Ghanaian Political Parties and their campaigns. This
study seeks to find the congruence between public perception of political parties, their campaigns and
the communication strategies and tactics they employ. We value your opinion as a respondent, and
request that you kindly participate in the study by responding to the questions. If you are under 18
years of age, pl ease dont complete the questionnaire.
It will take approximately 10 minutes to complete the survey questionnaire. You are assured of
complete confidentiality. The data will be kept confidential, and your anonymity will be maintained in
all report results from this research study. There are no foreseeable risks involved in this study. Its
purely an academic exercise being carried out by a group of MBA students as part of their study
curriculum.
Again we value your input. Thank you for taking the time to fill out the questionnaire. If you have any
questions concerning this study, please contact the principal investigators whose details are given
below:
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PERCEPTION OF POLITICAL CAMPAIGNS IN GHANA
Please complete all section s of th e questionnai r e
Section A: General Questions
(1) For the following statements indicate your opinion by ticking the appropriate choice
from the list .Tick only one answer per question.
(2) Which of the following do you believe is the most effective communication tool for
political campaigns?
a.Radio adverts
b.Television adverts
c.Outdoor billboards
d.Door-door campaign
(3) Have you ever voted? (a)Yes (b) No
(4) If you were eligible to vote this year what will likely influence your voting pattern?
a.The campaign message
b.The party
c.The presidential candidate
d.The vice presidential candidate
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Section B : Issues related to your perceptions about politics in Ghana
(5)Please consider the following descriptors (statements) located below these instructions:
(6) Indicate to what extent you believe each statement corresponds (fits) with your
perceptions of politics in Ghana.
(7) Use a scale of 1 to 7 where:1=I do not agree at all with the statement2= I disagree with the statement 3= I somewhat disagree with the statement 4= Neutral 5= I somewhat agree with the statement 6= I agree with the statement 7= I very much agree with the statement
8. Please check below the statements that fit your perceptions about politics in Ghana
I do not agree at all withthe statement
I very much agreewith the statement
1 2 3 4 5 6 7Largely for personal gain
Manifesto pledges(promises) are largely
unfulfilled
Lack integrity
Politicians are not knowledgeable about issuesaffecting Ghana
Has ethnic undertones(support for a particular party influenced by ethnic background )Does not offer any advantages as form of governance
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Based on manipulation of largely illiterate population
Section C : Issues related to your perceptions about political parties and
their campaigns in Ghana
(9)Please consider the following descriptors (statements) located below these
instructions:
(10) Indicate to what extent you believe each statement corresponds (fits) with your
perceptions of political parties and their campaigns in Ghana.
(11) Use a scale of 1 to 7 where:1=I do not agree at all with the statement2= I disagree with the statement 3= I somewhat disagree with the statement
4= Neutral 5= I somewhat agree with the statement 6= I agree with the statement 7= I very much agree with the statement
(12) Please check below the statements that fit your perceptions about political partiesand their campaigns in Ghana
I do not agree at all withthe statement
I very much agreewith the statement
1 2 3 4 5 6 7Education and economy are central themes
Full of propaganda (one sided arguments for political gain)
Does not influence voting behavior
Speeches full of personality and party attacksand lacks substance
Regular use of intemperate language
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Funded mostly with tax payers money
Supporters at rallies are usually influenced withmoney and gifts
Lacks proper planning
Ghanaians are influenced by tangibleachievements rather than campaign promises
Section D : Information about yourself, please check the appropriate
space
1. Are you? Female Male ................
2. What is your age? 20 or under .................. 21 to 30..........
31 to 40....................... 41 to 50...........
51 to 60....................... 61 and over.......
3. What is your level of formal education?
a. Secondary School Certificate or equivalent................
b. Training College or Post-Secondary Training College ..............
c. Commercial or Vocational School Certificate..............
d. Polytechnic/University Diploma or Degree...............
e. Masters Degree /Post- Graduate Diploma................
f. Professional or Doctoral Degree (ACCA, CIMA, MD., Ph.D. etc. ..............
g. Other, Please state..............................................
4. What is your main Ghanaian cultural/tribal group?
Akan
Dagbani.
Ewe
7/28/2019 Market Research Term Paper
24/24
Perception of political parties and their campaigns: An exploratory study inGhana
2012
24
Ga/Adamgbe
Nzema
Hausa
Other, please kindly state below.
Please state.....................................................................................
Thank you very much for your help in completing this questionnaire.