AUTHOR
Ragnegård, Daniel

DATE
2003-12-08

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
The purpose of this thesis was to gain an understanding of how Swedish political parties gain knowledge of their voters. The assumptions taken in the thesis were that political parties are using same methods as businesses do to find interesting segments. To attain insight into the purpose of the thesis, two research questions were formulated; how are Swedish political parties obtaining insights in who their potential voters are? With the second question, an attempt is made to answer how the very same parties are using their knowledge about their voter segments. To find answers to those questions, personal interviews were performed with seven political parties. The results indicated that the political parties were using ways to segment their voters to enable a better contact with them. The differences from theory were derived from the assumption that political parties were driven by a thought or idea witch differentiate them from businesses that are striving for profit.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/239--SE / NR 2003:239