Project Plan

Transformation of election campaigns by utilising big data

https://thinkspace.csu.edu.au/sam11717650/

The daily work done on this subject is recorded and posted under the weekly project status page in the above mentioned website.

Rationale

The strategies in conducting political campaigns have changed drastically over the years. Emerging technologies and adoption of data mining has brought new approaches to effective election campaigns.

The use of Big Data in political campaigns has gain popularity across the world. Even in Eastern world countries like India, the demand for Data consulting services to political campaigns is growing at an unprecedented rate. (Varna A. 2019)

As a final outcome of this research, answers to the below questions are sought:

  • The extent to which data mining is used in political campaigns.
  • Is understanding the online behaviours of social media users acceptable?
  • If everyone adopts these strategies, what impact would it have?

Purpose and justification

The research attempts to understand what are the various ways in which data mining is used in modern election campaigns. It also looks at the legal and ethical implications of these approaches.

Next, I will explain the predictive models used to segment voters into various demographics, enabling personalisation of the campaign.

The research will also elaborate on the advantages and disadvantages in adopting big data approaches. It will also explain the future trends that are expected and how it will evolve.

Background Information

In the past there were various impediments in adopting big data approaches in political campaigns. One of the biggest challenges was technology. There was inadequate storage capacity and processing power as well as investment on IT infrastructure. (Nickerson, D. & Rogers T. (2013))

Even if the necessary infrastructure was setup, there would not have been sufficient reliable data as we have today to be analysed.

Also, nationwide implementation of data driver modelling would be complicated and might not be feasible. There were less data analysts and necessary staff required to carry out these types of campaigns.

However, in contemporary political campaigns the use of big data has become immensely popular. Massive amounts of time and money is allocated years prior to the elections in order to ensure strategic planning and execution.

Data can be extracted in two ways for an election campaign. One approach is social and polling data and the other approach is public data which turns to be a segment of Big Data. These will assist the campaign managers to analyse the voters and tailor the campaigns in the most suitable way. (Singh A. 2019)

The first country to adopt Data Mining techniques in political campaigns is the United States of America. Political marketing in the US started from the 1950s and has gained immense popularity. Such campaigns were widely used in the recent elections as well. Politologiczny P. (2017).

Research Questions

  • Why data is pivotal for effective campaigning strategy?
  • Where this political data can be sourced from.
  • What are the ways to use data mining in election campaign?
  • What are the predictive models used to segment voters into various demographics?
  • What are the advantages and disadvantages to politicians, government and society?
  • What are the ethical concerns?
  • What are the future trends in the use of data mining?

Conceptual or Theoretical Framework

This project is based on the following areas:

  • How data mining is used and sources of data
  • Predictive models used in segmentation
  • Advantages, disadvantages and ethical concerns
  • Future trends in Data Mining

 

Methodology

Analysis of sources of information (EndNote, APA Referencing Style)

The following methodology will be adopted in the project:

  1. a) Current Situation in general– Firstly I will start off by searching for News and Blog content to understand the perspective, opinions and justifications made by the reporters and authors. The intention here is to know the ideas and beliefs of the broader public.
  2. b) Current situation in specific circumstances– I will then look at some of the organisations and individuals that have been directly engaged in the process of big data collection and processing in electoral campaigns. This will provide new insights and also concepts and knowledge that will justify the previous knowledge gained.
  3. c) Then I will thoroughly analyse the published journal articles and grey papers to gather detailed and comprehensive knowledge in the areas of big data in election campaigns. The objective is to validate any assumptions made, consolidate gathered knowledge and provide new interesting insights.

 

Research method(s)

  • Literature review of scholarly articles, other published journal articles and books.
  • Watch or listen to media (videos/audio) that discusses on this subject domain.

 

Data collection or systems design methods

Data collection will mostly be via online sources. This includes journal articles and grey papers.

Software Tools used:

  • MS Word – To prepare the project plan.
  • EndNote – To manage bibliographies and references
  • MS Project Professional – To create, track and manage the project schedule, WBS and key milestones.
  • Google Drive – To securely store gathered information.

 

Ethical Issues: Research and Professional Ethics Statement

This project would not involve direct contact with any individuals to source information hence there is low harm, low risk via care of planet, each other and of our projects.

Personally, I believe its vital to be transparent, fair, honest and respectful when gathering information from sources. Consent from anyone indirectly contacted for information would be obtained and ensure that there will be de-identification where necessary prior to any publication. The research topic, methodologies that will be adopted, expected outcomes and all information to the best of my knowledge will be explained clearly to any individual prior to information gathering.

All data gathered including annotated bibliography and from indirect sources will be properly stored and secured to protect any copyright violations, confidentiality or compliance issues that may arise.

I will adopt best practices including acceptable APA7 style citations and referencing to prevent plagiarism. The progress of daily work will be shown in my project blog. I will ensure transparency and honesty in all my work including consistency in research communication via seminars and papers.

Compliance Requirements (Workplace, Industry or Government regulations)

Since the research is not industry based or related to work there will be no work related compliance requirements that needs to be fulfilled. However the process of conducting the research and the final research paper will adhere to any related Government regulations.

 

Project Plan

Deliverables

At a high level the deliverables are as follows:

  • Project Blog
  • Annotated Bibliography
  • Research Paper
  • Final Report
  • Presentation Seminar
  • Weekly Progress Reports

 

Work breakdown structure (WBS)

 

Risk Analysis

(Ethics Statement and Risk Analysis Writing Aids)

  

 

Duration

The duration of the entire project is 64 weekdays days (86 days including weekends and holidays). The timeline spans from November 11, 2020 to February 4, 2021.

Gantt chart

References

Ethics Statement and Risk Analysis Writing Aids
1.Retrieved December 7, 2020 from https://interact2.csu.edu.au/webapps/blackboard/execute/content/file? md=view&content_id=_3997022_1&course_id=_49309_1&framesetWrapped=true

Nickerson, D. & Rogers T. (2013). Political Campaigns and Big Data
1.Retrieved December 13, 2020, from https://scholar.harvard.edu/files/todd_rogers/files/political_campaigns_and_big_data_0.pdf

Singh A. (April 01, 2019) Big Data Analytics and Predicting Election Results
Retrieved December 14, 2020 from https://datascience.foundation/sciencewhitepaper/big-data-analytics-and-predicting-election-results

Varna A.(2019). Big Data Analytics and Transformation of Election Campaign in India.
1.Retrieved December 14, 2020 from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3511428

Politologiczny P. (2017) Political marketing in the times of big data
Retrieved December 14, 2020 from 10.14746/pp.2017.22.3.3