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Roy Morgan Qualitative Research Shows The Electorate Is Looking For A Change

Finding No. 4188 - July 16, 2007

A special telephone Morgan Poll conducted last week (July 11/12) found the ALP 15% ahead of the Coalition on a two-party preferred basis: 57.5% to 42.5%. 

The latest face-to-face Morgan Poll Federal Vote, taken over the weekends of June 23/24 and June 30/July 1, found that primary support for the Coalition was 36%. Primary support for Labor was 50.5%, resulting in a two-party preferred vote of ALP 59%, L-NP 41%.

Special Morgan Poll Qualitative Research conducted on July 7/8 looked at reasons why electors said that they would vote for each party:

  • A large number of Liberal Party supporters continue to refer to wanting a stable, experienced Government as the main reason for their support;
  • Many electors say they will vote for the Liberal Party because of their belief John Howard is a strong leader with a good track record as a long term leader;
  • A significant proportion of ALP supporters said they intend to vote for Labor because they are dissatisfied with the industrial relations laws;
  • The Government’s involvement in the Iraq war is often given by Labor supporters as a reason for supporting the ALP; and
  • With many ALP supporters there is a strong undercurrent of two important themes: too many “lies” and it’s “time for a change/new leader”.

Gary Morgan says:

“The special telephone Morgan Poll conducted last week (July 11/12) shows the ALP is ahead of the Coalition by 15% on a two-party preferred basis: 57.5% to 42.5%.

“Labor continues to have a significant lead on a two-party preferred basis despite a large number of electors saying they are satisfied with the Howard Government’s policies, pleased with the way the country is being run and don’t want Unions running the country.

 “Supporters of the ALP cite the industrial relation laws and the Iraq war as key factors for voting against the Liberal Party.

 “The many electors who mention ‘lies’ and say they want a ‘change’ or that Kevin Rudd should be given a go must be a major concern to John Howard and his team.”

Special Roy Morgan Qualitative Research was conducted over the weekend of July 7/8, in which electors gave reasons for supporting their preferred Party:

A large number of Liberal Party supporters continue to refer to wanting a stable, experienced Government as the main reason for their support:

 “I have more confidence in the Liberal Party.”

“I think he’s (Howard) got more experience and he means what he says, the others just say what they need to and try and get in.”

“I feel what is happening now is okay, what the Labor Party did last time.. would be a gamble to vote on them.”

“Howard’s got a good grip on leadership.”

“Australia is good, unemployment is low, we are all well off.”

“Consistency.”

“Liberal have a strong leader, Labor has an untried leader.”

“Howard has a good track record.”

Other issues raised were fear of the ACTU and the ALP’s lack of experience in running the economy,      namely:

“I dislike the ALP’s association with the ACTU.”

“Fear of the Labor Party. They might run the economy incredibly badly.”

“I don’t trust Labor.”

“Unions influence on Labor is a negative.”

“Rudd does not have the experience.”

“The Coalition has more depth of ability.”

“I don’t like Labor policies. Desalination. Need national education policy.”

Many respondents say they will vote for the Liberal Party because they agree with the current policies:

“Philosophy of the Liberal Party — I like John Howard’s family policies, I don’t like the ALP’s stance on Government handouts.”

“I do not trust Labor’s policies.”

“Generally speaking the Liberals have the best international policies at the moment.”

“I like their work reform and aging policies — an outstanding Prime Minister overall.”

 “I have greater faith in Liberal than I have in the Labor Party, policies and leaders are better.”

A significant proportion of ALP supporters said they intend to vote for Labor because they are dissatisfied with the industrial relations laws:

“I don’t agree with the industrial relations laws.”

“I am mainly concerned about workplace laws that have affected me personally.”

“I don’t like the people in office; they’ve lost touch with the majority of Australians.  Nurses and other workers are fighting to get a pay rise and politicians have given themselves a 6% pay rise.” 

“I want industrial relations laws changed.  I am poor, very qualified and it’s keeping me out of a job.”

“Fix the new industrial relations laws.”

The Government’s involvement in the Iraq War was often given by Labor supporters as a reason for supporting the ALP:

“I don’t like what the Liberals are doing at the moment. It’s John Howard, I don’t think he’s honest, I don’t like what he’s doing in Iraq.”

“Some decisions made by John Howard I don’t agree with, we are too heavily involved in Iraq.”

“I support Labor because of Australia’s involvement in the Iraq war.”

“Not happy with Iraq. Mr Rudd would make a good Prime Minister.”

Some ALP supporters highlighted their dissatisfaction with the honesty and ethics of John Howard and the Liberal Party:

“I don’t trust John Howard — he’s a liar and a racist.”

“I think we’ve had enough of the Liberal Party, John Howard and his lies.  We need a change.”

“The Government has got arrogant.  Howard has lied on a lot of issues.  Anything would be better than what it is presently.”

“I think the Government is dishonest and incompetent.”

“I think they (Liberal Party) all need kicking out.  They tell you one thing and do another.  Howard said he wouldn’t introduce a GST but that’s the first thing he did after he got elected.”

“I think we’ve been told far too many lies — serious lies — by the Coalition.”

In addition, some electors think Australia needs a change in Government, with reasons such as:

“For better health and education.”

“Labor will introduce more employment opportunities for casual employment.”

“John Howard in too long, Government is tired — don’t trust him.”

“Sick to death of Howard, he’s an embarrassment and a liability.”

“Kevin Rudd deserves a chance, John Howard’s lost touch with the people.”

“I’m impressed with Rudd.”

“Liberal leader has been in too long, we need a new leader.”

“The Liberal Government has a self centred approach.”

This Special Roy Morgan Qualitative Research was conducted July 7/8, 2007, with Australian electors.

For further information:
Gary Morgan: Office (03) 9224 5213 Mobile 0411 129 094 Home (03) 9419 3242

The Morgan Poll is conducted by the ONLY Australian and New Zealand member of the Gallup International Association.

No Other public opinion poll taken in Australia has this qualification.


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