To explain why people voted the way they did in the 1983 general election Variables Party voted for, continuity and negative/positive motivation of party choice; tactical considerations; influence of advertising and TV broadcasts, of party image; past vote; perception of best party for policies, leader, team of leaders, and each of eleven issues, best and worst P.M.; most important issue; economy's performance, past and future; Thatcherism; position on various issues; impact of polls; views on trade union law, taxation, policy for unemployment.