Research Catalog

Title

Researching the public opinion environment : theories and methods / Sherry Devereaux Ferguson.

Author

Ferguson, Sherry Devereaux.

Publication

Thousand Oaks, Calif. : Sage Publications, ©2000.

Items in the Library & Off-site

Details

Description

xvi, 296 pages; 24 cm.

Summary

• "Researching the Public Opinion Environment: Theories and Methods informs the reader on the rationale, purposes, theories, and methodologies involved in researching publics. The book is divided into four parts. Part I looks at theories and systems relevant to opinion research. Part II addresses the topics of monitoring and analyzing the media. Part III describes the basics of survey research, focus groups, Delphi techniques, stakeholder assemblies, and Q methodology. And finally, Part IV looks at the impact of the media."
• "Although a number of books have been written on public opinion, few address both theoretical and methodological issues. Graphs, tables, and sample analyses help the reader to understand the numerous applications described in the book. Communicators can apply information acquired on key publics to plan and evaluate campaigns, track the extent to which messages have appeared in the media, assess organizational image, develop marketing strategies, and manage their issues. Students will learn an important job function that will give added credibility when they apply for jobs."--Jacket.

Series Statement

Sage series in public relations

Uniform Title

Sage series in public relations

Subject

• Public opinion
• Public opinion polls
• Mass media and public opinion
• Public Opinion
• public opinion polls
• 05.32 public opinion
• 05.03 methods and techniques of communication studies
• Mass media and public opinion
• Public opinion
• Public opinion polls
• Methode
• Öffentliche Meinung
• Demoskopie
• Publieke opinie
• Opinieonderzoek
• Massamedia
• Onderzoeksmethoden
• Opinion publique
• Sondages d'opinion
• Médias et opinion publique

Bibliography (note)

• Includes bibliographical references (p. 263-282) and index.

Contents

Theory and Systems -- Role of Public Opinion in Democratic Societies -- The Classical Debate -- The Modern Debate -- Perceived Impact of the Media -- Establishing Intelligence Systems to Capture Public Opinion -- Importance of Listening to Public Opinion -- Sources That Feed the System -- Components to Environmental Intelligence Systems -- Approaches to Organizing the Intelligence Function -- Monitoring and Analyzing the Media -- Monitoring the Media: Asking Questions -- Which Publics Have Reacted? -- What Do People Say About the Organization? -- How Do Media Frame the Story? -- What Are the Catalysts and Spin-Off Issues? -- What Are the Trends in Media Coverage? -- Content Analysis Techniques -- History and Definition of the Methodology -- Steps in Conducting Content Analysis -- Training and Using the Analyst -- Research Methodologies -- Survey Design and Sampling -- Rationale for Surveying -- Selecting the Research Design -- Choosing the Sample -- Survey Development -- Wording Survey Questions -- Constructing and Ordering the Questions -- Preparing Introductory Material -- Survey Administration -- Pretesting the Survey -- Administering the Survey -- Interpreting and Reporting the Results -- Interacting With Survey Research Firms -- Focus Groups, Delphi Technique, Stakeholder Assemblies, and Q Methodology -- Focus Groups -- Other Methodologies -- Theories on the Impact of the Media -- Academic Debate Over Media Effects: The Effects Continuum -- Powerful, Direct Effects Model -- Limited Effects Model.

ISBN

• 0761915303
• 9780761915300
• 0761915311
• 9780761915317

LCCN

00008509

OCLC

• ocm43552435
• 43552435
• SCSB-1201148

Owning Institutions

Princeton University Library