Why is the Labour Party using Parliamentary funds to gather canvass data?

The Parliamentary Communications Allowance (aka part of MPs’ expenses, provided to help them do their job as MPs) …

… has paid for this magazine from Labour MP Glenda Jackson…

… which includes this question asking people which political party they prefer …

… with the data then being passed to the Labour Party:

And so the question is: why is the Labour Party using Parliamentary funds to gather in canvass data for its own use?

UPDATE: Glenda Jackson ended up having to repay the money.