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

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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 addre...

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Bibliographic Details
Online Access: Full Text (via SAGE)
Main Author: Ferguson, Sherry Devereaux
Format: eBook
Language:English
Published: Thousand Oaks : SAGE Publications, 2000.
Series:Sage series in public relations ; v. 3.
Subjects:
Public opinion.
Public opinion polls.
Mass media and public opinion.
Mass media and public opinion
Public opinion
Public opinion polls
Table of 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.

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