Researching the Public Opinion Environment: Theories and Methods / Edition 1

by Sherry Devereaux Ferguson

Overview

Researching the Public Opinion Environment: Theories and Methods informs the reader on the rationale, purposes, theories, and methodologies involved in researching the public. The book is divided into four parts. Part One looks at the theories and systems relevant to opinion research. Part Two addresses the topics of monitoring and analyzing the media. Part Three describes the basics of survey research, focus groups, Delphi techniques, stakeholder assemblies and Q methodology. Part Four analyzes the impact of the media.

Product Details

ISBN-13:	9780761915300
Publisher:	SAGE Publications
Publication date:	05/11/2000
Series:	SAGE Series in Public Relations , #3
Pages:	312
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

PART ONE: THEORY AND SYSTEMS
Role of Public Opinion in Democratic Societies
Establishing Intelligence Systems to Capture Public Opinion
PART TWO: MONITORING AND ANALYZING THE MEDIA
Monitoring the Media
Asking Questions
Content Analysis Techniques
PART THREE: RESEARCH METHODOLOGIES
Survey Design and Sampling
Survey Development
Survey Administration
Focus Groups, Delphi Techniques, Stakeholder Assemblies and Q Methodology
PART FOUR: THEORIES ON IMPACT OF THE MEDIA
Academic Debate over Media Effects
The Effects Continuum

Editorial Reviews

Ferguson’s book is an interesting mix of theoretical and methodical themes related to the use of public opinion research in organizations. . . . The central focus seems to be to acquaint the reader with the most important theoretical and research technical aspects of public opinion research. . . . The book provides professional communication workers and students from business schools a simple introduction to issues of public opinion research.

Communications: The European Journal of Communication Research