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

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Researching the Public Opinion Environment

Theories and Methods

By: Sherry Devereaux Ferguson

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Hardcover | 11 May 2000

At a Glance

Hardcover
312 Pages

Dimensions(cm)
22.86 x 15.24 x 1.91

Hardcover

$430.10

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Researching the Public Opinion Environment informs the reader on the rationale, purposes, theories, and methodologies involved in researching publics. The book is divided into four parts. Part one looks at 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. And finally, part four analyzes 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 analysis help the reader to understand applications described in the book. The material discussed in this book has numerous applications. 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 for added credibility when they apply for jobs.

Industry Reviews

"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." * Communications: The European Journal of Communication Research *

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