The techniques used in traditional election studies are notsuitable for understanding modern electoral realities

Whitely, Paul (2014) The techniques used in traditional election studies are notsuitable for understanding modern electoral realities [Online resource]

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Since their advent in the mid 20th Century, election studies were based upon understanding voters ideological preferences. Paul Whitely argues that we need a fundamentally different approach to studying the dynamics affecting party choice to increase our understanding of voting behaviour and election outcomes in the twenty-first century.