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Researching the Public Opinion Environment: Theories and Methods de Sherry Devereaux Ferguson

Researching the Public Opinion Environment: Theories and Methods: SAGE Series in Public Relations

Autor Sherry Devereaux Ferguson
en Limba Engleză Paperback – 26 iun 2000
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.
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Specificații

ISBN-13: 9780761915317
ISBN-10: 0761915311
Pagini: 312
Dimensiuni: 152 x 229 x 20 mm
Greutate: 0.47 kg
Ediția:New.
Editura: SAGE Publications
Colecția Sage Publications, Inc
Seria SAGE Series in Public Relations

Locul publicării:Thousand Oaks, United States

Recenzii

“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.”

Cuprins

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

Descriere

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.