Study title

Abstract copyright UK Data Service and data collection copyright owner.

The purpose of this study was to collect data about the first-time elector, whose attitudes towards, exposure to and response to the flow of campaign communications during the 1970 and the 1974 General Election were examined in the context of political outlook, role and social situation.

Main Topics:

Attitudinal/Behavioural Questions
Voting intention, actual vote, attitudes to political parties before and after the campaign. Orientations to the political and electoral system, political interest, duty to vote, importance of outcome, opinion on efficacy of election process, perceptions of the choice offered voters by the parties. Assessment of political knowledge, issue salience, respondent's reasons for following and avoiding the campaign on television. Exposure to the campaign in diverse media: television, radio, newspapers, discussion with friends and family members. Post-election assessment of the quality of the campaign equivalent in wording to the index of pre-campaign reasons for following and avoiding the election.
Background Variables
Marital status, number of children, occupation, trade union membership, type of residence.