Party / Leader Marketing

Friday 23 November 2001

  • MORI interviewed 1,928 British adults aged 18+
  • Interviews were conducted using MORI's Omnibus and were face-to-face, in-home
  • Fieldwork was 24-30 May 2001
  • Results are based on all respondents unless otherwise stated
  • Data are weighted to the known population profile
  • An '*' indicates a finding of less than 0.5%, but greater than zero
  • Where percentages do not add up to exactly 100% this may be due to computer rounding, the exclusion of "don't knows" or to multiple answers

QV1 How do you intend to vote at the General Election on June 7th?
[If undecided or refused at Q1]

QV2> Which party are you most inclined to support?
Base: All respondents 18+ [1,928]

 %
Conservative 28
Labour 51
Liberal Democrats 14
Scottish/Welsh Nationalist 3
Green Party 1
Democratic/UKIP/Referendum Party 2
Other 2
 
Lab lead ± +23
 
Would not vote 10
Undecided 10
Refused 2

QV3 Can you tell me how likely you are to vote at the General Election?
Base: All respondents 18+ [1,928]

 %
Certain to vote 57
Very likely to vote 13
Quite likely to vote 12
Not very likely to vote 7
Certain not to vote 9
Don't know 2
 
Certain/very likely 70

QV1 How do you intend to vote at the General Election on June 7th?
[If undecided or refused at Q1]

QV2 Which party are you most inclined to support?
Base: All who say 'certain' to vote [1139]

 %
Conservative 30
Labour 48
Liberal Democrats 13
Scottish/Welsh Nationalist 3
Green Party 1
Democratic/UKIP/Referendum Party 2
Other 2
 
Lab lead ± +18

Q1 Do you think that the general economic condition of the country will improve, stay the same, or get worse over the next 12 months?
Base: 1,139

 %
Improve 20
Stay the same 47
Get worse 24
Don't know 9
 
MORI EOI -4

How important, if at all, would you say the things I am going to read out will be in helping you decide how to vote in the general election?

Q2 The parties' policies on national issues

Q3 The parties' policies on issues that affect your local area

Q4 The values that each party stands for

Q5 The quality of your local candidates

Q6 The parties' leaders

 Q2Q3Q4Q5Q6
 %%%%%
Very important 58 52 51 38 46
Fairly important 30 32 31 34 33
Not very important 5 9 9 15 12
Not at all important 4 4 5 6 6
Don't know 3 3 4 7 3
 
Important 88 84 82 72 79
Not important 9 13 14 21 18
Net important +79 +71 +68 +51 +61

How would you rate each of the following?

Q7 The Conservative Party's policies on national issues

Q8 The Conservative Party's policies on issues that affect your local area

Q9 The values that the Conservative Party stands for

Q10 The quality of your local Conservative candidate

Q11 The Conservative Party's leaders

 Q6Q7Q8Q9Q10
 %%%%%
Very good 7 4 8 7 5
Fairly good 27 21 25 15 22
Neither good nor poor 23 28 23 20 22
Fairly poor 18 17 17 9 22
Very poor 14 11 15 8 19
Don't know 11 19 12 41 10
 
Good 34 25 32 22 27
Poor 32 28 32 17 41
Net good +2 -3 0 +5 -14

Q12 The Labour Party's policies on national issues

Q13 The Labour Party's policies on issues that affect your local area

Q14 The values that the Labour Party stands for

Q15 The quality of your local Labour candidate

Q16 The Labour Party's leaders

 Q11Q12Q13Q14Q15
 %%%%%
Very good 11 8 15 10 15
Fairly good 43 30 41 26 40
Neither good nor poor 20 27 20 19 17
Fairly poor 12 13 10 7 13
Very poor 6 8 7 6 9
Don't know 8 14 7 32 6
 
Good 54 38 56 36 55
Poor 18 21 17 13 22
Net good +36 +17 +39 +23 +33

How important, if at all, would you say the things I am going to read out will be in helping you decide whether to vote for a particular party?

Q17 That the party's leader is good in a crisis

Q18 That the party's leader is capable

Q19 That the party's leader understands world problems

Q20 That the party's leader has sound judgement

Q21 That the party's leader is more honest than most politicians

 Q17Q18Q19Q20Q21
 %%%%%
Very important 74 75 67 71 62
Fairly important 19 19 25 22 27
Not very important 2 2 3 2 5
Not at all important 2 2 2 3 3
Don't know 3 2 3 2 3
 
Important 93 94 92 93 89
Not important 4 4 5 5 8
Net important +89 90 +87 +88 +81

Q22 That the party's leader is down to earth

Q23 That the party's leader understands the problems facing Britain

Q24 That the party's leader is patriotic

Q25 That the party's leader has got a lot of personality

Q26 That the party's leader is in touch with ordinary people

 Q22Q23Q24Q25Q26
 %%%%%
Very important 50 77 47 31 68
Fairly important 37 17 34 43 25
Not very important 8 2 12 18 3
Not at all important 3 2 5 5 3
Don't know 2 2 2 3 1
 
Important 87 94 81 74 93
Not important 11 4 17 23 6
Net important +76 +90 +64 +51 +87

Q27 That the party's leader is not narrow minded

Q28 That the party's leader is not too inflexible

Q29 That the party's leader is not inexperienced

Q30 That the party's leader does not talk down to people

 Q27Q28Q29Q30
 %%%%
Very important 60 42 47 64
Fairly important 30 46 35 25
Not very important 5 6 12 5
Not at all important 3 3 4 3
Don't know 2 3 2 3
 
Important 90 88 82 89
Not important 8 9 16 8
Net important +82 +79 +66 +81

How important, if at all, would you say the things I am going to read out will be in helping you decide whether to vote for a particular party?

Q31 That the party keeps its promises

Q32 That the party understands the problems facing Britain

Q33 That the party represents all classes

Q34 That the party looks after the interests of people like us

Q35 That the party is moderate

 Q31Q32Q33Q34Q35
 %%%%%
Very important 76 80 75 74 39
Fairly important 18 15 18 18 46
Not very important 2 1 3 3 8
Not at all important 2 2 2 2 3
Don't know 2 2 2 3 4
 
Important 94 95 93 92 85
Not important 4 3 5 5 11
Net important +90 +92 +88 +87 +74

Q36 That the party is concerned about the people in real need in Britain

Q37 That the party has a good team of leaders

Q38 That the party has sensible policies

Q39 That the party is professional in its approach

Q40 That the party in not divided

 Q36Q37Q38Q39Q40
 %%%%%
Very important 76 71 73 65 55
Fairly important 18 23 21 28 32
Not very important 2 2 2 3 7
Not at all important 2 2 2 2 3
Don't know 2 2 2 2 3
 
Important 94 94 94 93 87
Not important 4 4 4 5 10
Net important +90 +90 +90 +88 +77

Q41 That the party is not extreme

Q42 That the party does not promise anything to win votes

Q43 That the party is not out of touch with ordinary people

Q44 That the party is not too dominated by its leader

 Q41Q42Q43Q44
 %%%%
Very important 54 60 70 42
Fairly important 34 28 24 44
Not very important 6 6 2 8
Not at all important 3 3 2 3
Don't know 3 3 2 3
 
Important 88 88 94 86
Not important 9 9 4 11
Net important +79 +79 +90 +75

Q45 During the past few weeks have you…?

Q46 [If yes] Which party or parties was that?
'Other' aggregates %s for PC/SNP, Referendum etc, 'Other political organisation e.g. campaigning group, trade union etc.' DK/CR denotes 'Don't know/can't remember which party'

 AnyConLabLDOtherDK/CRNoDon't Know
 %%%%%%%%
Had any political leaflets put through your letterbox 69 43 40 26 10 4 30 1
Seen any party election broadcasts on TV 58 39 43 28 12 3 42 0
Heard any party election broadcasts on the radio 16 10 10 7 2 2 83 1
Seen any political advertisements on billboards 50 31 35 7 2 3 49 1
Been called on by a representative of any political party 14 6 7 2 1 0 85 1
Received a letter signed by a party leader individually addressed to you 12 6 6 2 0 0 86 2
Helped a political party in its campaign 3 1 1 1 0 0 97 0
Attended a political meeting addressed by a candidate 1 0 1 1 0 0 98 1
Received a video through your letterbox from a political party 1 0 1 0 0 0 99 0
Been telephoned by a representative of any political party 5 2 3 0 0 0 95 0
Watched the leaders debate on TV 43 32 32 23 4 1 56 1
Seen any political advertisements in newspapers 37 23 25 11 5 5 61 2
Received an e-mail from a political party 1 * * 0 0 0 98 1
Visited a political party's website 2 1 1 0 0 0 98 0
Used the internet to access information on candidates or parties 2 1 2 0 0 0 98 2

Q47 And which of these items, if any, have influenced the way you intend to vote?
Base: All; 'Con', 'Lab' and 'Lib Dem' refer to supporters of each party

 AllConLabLD
 %%%%
The television debate between the party leaders 21 18 24 24
Newspapers 15 20 15 18
Party election broadcasts 14 16 18 12
The views of your local candidates 13 12 16 16
Political leaflets put through letterbox 6 7 6 8
Opinion polls 4 2 5 3
Posters on billboards 2 3 2 2
Video received from political party 0 0 0 0
Telephone calls from political parties 1 0 1 1
Internet 1 1 1 2
Other 4 3 4 5
None of these 50 54 44 46
Don't' know 2 0 2 1

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