Researching the Public Opinion Environment

"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."--BOOK JACKET.

First sentence: The classical debate over whether the mass public has a role to play in the affairs of government continues unabated, even after centuries of discourse.

Year

2000

Language

English

Publisher

Sage Publications, Inc

Editions

5

Pages

312

ISBN

9780761915317

Data source: Wikidata