Market Research Term Paper

7/28/2019 Market Research Term Paper

1/24

Perception of political parties and their campaigns: An exploratory study inGhana

2012

1

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


2/24


2012

2

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)


3/24


4/24


2012

4

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.


5/24


2012

5

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


6/24


2012

6

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.


7/24


2012

7

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.


8/24


2012

8

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


9/24


2012

9

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


10/24


2012

10

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


11/24


2012

11

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


12/24


2012

12

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.


13/24


2012

13

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


14/24


2012

14

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.


15/24


2012

15

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


16/24


2012

16

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.


17/24


2012

17

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


18/24


2012

18

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/


19/24


2012

19

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:


20/24


2012

20

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


21/24


2012

21

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


22/24


2012

22

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


23/24


2012

23

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


24/24


2012

24

Ga/Adamgbe

Nzema

Hausa

Other, please kindly state below.

Please state.....................................................................................

Thank you very much for your help in completing this questionnaire.

Date post:	03-Apr-2018
Category:	Documents
Upload:	ernest-kwame-brawua
View:	217 times
Download:	0 times

Market Research Term Paper

Documents