Researching the Public Opinion Environment: Theories and Methods
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Researching the Public Opinion Environment: Theories and Methods

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ISBN-13:
9780761915300
Einband:
Buch
Erscheinungsdatum:
01.05.2000
Seiten:
312
Autor:
Sherry Devereaux Ferguson
Gewicht:
608 g
Format:
234x151x24 mm
Serie:
3, Sage Series in Public Relation
Sprache:
Englisch
Beschreibung:

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
Researching the Public Opinion Environment 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 looks at the impact of the media.