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

Format:

Book

Author/Creator:

Ferguson, Sherry Devereaux.

Series:

Sage series in public relations

Language:

English

Subjects (All):

Public opinion.

Public opinion polls.

Mass media and public opinion.

Physical Description:

xvi, 296 pages ; 24 cm.

Place of Publication:

Thousand Oaks, Calif. : Sage Publications, [2000]

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.

Contents:

Part I Theory and Systems

1. Role of Public Opinion in Democratic Societies 3

The Classical Debate 3

The Modern Debate 7

Perceived Impact of the Media 11

2. Establishing Intelligence Systems to Capture Public Opinion 19

Importance of Listening to Public Opinion 19

Sources That Feed the System 21

Components to Environmental Intelligence Systems 30

Approaches to Organizing the Intelligence Function 40

Part II Monitoring and Analyzing the Media

3. Monitoring the Media: Asking Questions 51

Which Publics Have Reacted? 52

What Do People Say About the Organization? 57

How Do Media Frame the Story? 60

What Are the Catalysts and Spin-Off Issues? 76

What Are the Trends in Media Coverage? 77

4. Content Analysis Techniques 85

History and Definition of the Methodology 85

Steps in Conducting Content Analysis 87

Training and Using the Analyst 126

Part III Research Methodologies

5. Survey Design and Sampling 133

Rationale for Surveying 134

Selecting the Research Design 136

Choosing the Sample 138

6. Survey Development 147

Wording Survey Questions 147

Constructing and Ordering the Questions 163

Preparing Introductory Material 177

7. Survey Administration 179

Pretesting the Survey 179

Administering the Survey 179

Interpreting and Reporting the Results 187

Interacting With Survey Research Firms 196

8. Focus Groups, Delphi Technique, Stakeholder Assemblies, and Q Methodology 199

Focus Groups 200

Other Methodologies 218

Part IV Theories on the Impact of the Media

9. Academic Debate Over Media Effects: The Effects Continuum 225

Powerful, Direct Effects Model 226

Limited Effects Model 226

Limited and Indirect Effects Model 227

Limited and "Direct-ed" Effects Model 229

Powerful and Cumulative Effects Model 230

Selective Reinforcement 236

The "Third-Person Effect" 236.

Notes:

Includes bibliographical references (pages 263-282) and index.

ISBN:

0761915303

0761915311

OCLC:

43552435