Explaining Cameron's Comeback
by Robert Worcester, Roger Mortimore, Paul Baines, Mark Gill
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Pub Date 04 Jan 2018 | Archive Date 08 Feb 2018
Explaining Cameron’s Comeback analyses hundreds of surveys and focus groups to make sense of the 2015 election campaign from the voter’s perspective: what they really thought of Cameron and Miliband; why the campaign was so unusual; why it made sense to go negative, despite voters’ claimed dislike of it; and why the pundits read the polls wrong.
They also use trend data going back six decades to help show what the 2015 campaign means for the next five years of British politics, from the European Referendum to the 2020 election.
A Note From the Publisher
“Not only a fine explanation of the election outcome, but the clearest exposition of polling methods and their limitations that I have ever read.” - Professor Vernon Bogdanor
“Another masterpiece from the Master, making sense of psephology in an accessible and well-written fashion. Apart from getting the story right, he also makes a valuable contribution to understanding why the ‘numbers game’ is difficult, why it matters and why David Cameron won.” - Alastair Stewart OBE, ITV News