In a recent Vox article, political scientists David Brookman and Joshua Kalla provocatively asked why campaigns invest so little in high-quality field operations. Years of research have taught us that high-quality field operations can be more effective than the billions of dollars spent on television advertising. Yet campaign leaders continue to starve their field programs, often creating lower-quality, less effective programs. How can campaigns and organizations build more effective ground games?
Han, Hahrie, and Elizabeth McKenna. "Engaging Voters Can Kickstart Community Activism." The Washington Post, Monkey Cage, November 25, 2014.