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Summary: Researching the Public Opinion Environment
Review: This is an author review. 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 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 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 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 that will give added credibility when they apply for jobs. Table Of Contents: Introduction I. Theory and Systems 1. Role of Public Opinion in Democratic Societies 2. Establishing Intelligence Systems to Capture Public Opinion II. Monitoring and Analyzing the Media 3. Monitoring the Media: Asking Questions 4. Content Analysis Techniques III. Research Methodologies 5. Survey Design and Sampling 6. Survey Development 7. Survey Administration 8. Focus Groups, Delphi Techniques, Stakeholder Assemblies, and Q Methodology IV. Theories on Impact of the Media 9. Academic Debate over Media Effects: The Effects Continuum Appendix A and Appendix B, References, Author Index, Subject Index, About the Authors
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