Cambridge Analitca (CA)
& FaceBook (FB) are the two companies who are responsible for “Brexite
Vote” and “Trump’s election victory 2016”, This is what we are reading from
last few day’s in newspaper or through electronic media. Electronic media run’s
trial against them & made them criminal organization. Because of one
undercover operation at HQ of Cambridge Analitca with CEO of company all the
stuff comes out. (By the way CEO of CA was visited India in Aug-Sept 2017 &
had meeting with all senior political leaders of India.) Especially when it
comes to India & Indian politics, all parties are stated making allegation
against each other for taking help to wining election or establishing political
strategy for upcoming GE 2019. This is what the general picture everywhere now
day’s, off course electronic media has huge contribution for making it. For
that we need to study the concept of market research & market intelligence,
coz whole scandal is based on the market research theory.
The MR is based on
three main components,
Ø Information Collection/ Acquisition
Ø Data Analysis
Ø Strategy Making
Information
Collection:- Collection of information through man to man contact, by the help
of questionnaire with set of objective it is called as “Primary data collection”.
Simply, we fills many form during our day-to-day life with basic information
about our self are also data collection. The data collected directly from live
source is primary data. It is row data & not processed. Now a day’s simpler
way is to gather information is Internet, most of the MR agencies use Internet
as secondary source of information. Population census is another best example of
secondary data. Secondary data is processed & presented in certain format. In CA sandal, Facebook has given access to use
their users personal information to Cambridge analitca. By using it CA has
prepared strategies to create impact or influencing the users or voters. There
are many apk or links meets us every day on FB, by using it, apk can extract
the users data or harvest the information, “MalluApps” has best example of it.
The information, which FB users save on facebook server, is the property of
Facebook Company, & it is mention on the terms & policies of FB.
CA extracts data &
analysis on the bases of “Likes & DisLikes” of users, on the findings came
from information analysis CA prepare strategy that help to create positive
impact on the mind of users & users are voters (Above 18 years age group
people can only access the social media site, it is policy). For example CA
comes “America First” slogan for Mr. Donold Trump election in US to attract
voters. Diwali celebration by Mrs. Trump was influence Hindu or Indian voters.
Same thing for “Brexit”, CA create negative image of European Union (EU) in the
voters of United Kingdom (UK). We might say influencing to voters before
election will damage the democracy, but we need to understand it is tool, which
is help to reach & understand maximum number of people. If political
parties take it positively & work on the real problem & issues of
common man, they need not to create influence to catch the vote.
“Market
Research is science not Weapon for democracy”, we can use it positively & understand
the problem of common man.
Viraj
