Coverart for item
The Resource Researching the public opinion environment : theories and methods, Sherry Devereaux Ferguson

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

Label
Researching the public opinion environment : theories and methods
Title
Researching the public opinion environment
Title remainder
theories and methods
Statement of responsibility
Sherry Devereaux Ferguson
Creator
Subject
Language
eng
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."--BOOK JACKET
Member of
Cataloging source
DLC
http://library.link/vocab/creatorName
Ferguson, Sherry Devereaux
Dewey number
303.3/8
Index
index present
LC call number
HM1236
LC item number
.F47 2000
Literary form
non fiction
Nature of contents
bibliography
Series statement
Sage series in public relations
http://library.link/vocab/subjectName
  • Public opinion
  • Public opinion polls
  • Mass media and public opinion
Label
Researching the public opinion environment : theories and methods, Sherry Devereaux Ferguson
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages 263-282) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 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
  • Theory and Systems
  • 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
  • Role of Public Opinion in Democratic Societies
  • 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
  • The Classical Debate
  • Theories on the Impact of the Media
  • Academic Debate Over Media Effects: The Effects Continuum
  • Powerful, Direct Effects Model
  • Limited Effects Model
  • 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
Control code
43552435
Dimensions
24 cm
Extent
xvi, 296 pages
Isbn
9780761915317
Isbn Type
(pb : acid free)
Lccn
00008509
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Label
Researching the public opinion environment : theories and methods, Sherry Devereaux Ferguson
Publication
Bibliography note
Includes bibliographical references (pages 263-282) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 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
  • Theory and Systems
  • 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
  • Role of Public Opinion in Democratic Societies
  • 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
  • The Classical Debate
  • Theories on the Impact of the Media
  • Academic Debate Over Media Effects: The Effects Continuum
  • Powerful, Direct Effects Model
  • Limited Effects Model
  • 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
Control code
43552435
Dimensions
24 cm
Extent
xvi, 296 pages
Isbn
9780761915317
Isbn Type
(pb : acid free)
Lccn
00008509
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n

Library Locations

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      38.944491 -92.326012
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