TY  - BOOK
AU  - Ferguson,Sherry Devereaux
TI  - Researching the public opinion environment: theories and methods 
T2  - Sage Series in Public Relations
SN  - 9781452251943
AV  - HM1236 .F47 2000eb
U1  - 303.38072 21
PY  - 2000///
CY  - Thousand Oaks
PB  - SAGE Publications
KW  - Public opinion
KW  - Public opinion polls
KW  - Mass media and public opinion
KW  - Public Opinion
KW  - Opinion publique
KW  - Sondages d'opinion
KW  - Médias et opinion publique
KW  - public opinion polls
KW  - aat
KW  - SOCIAL SCIENCE
KW  - General
KW  - bisacsh
KW  - fast
KW  - Methode
KW  - gnd
KW  - Öffentliche Meinung
KW  - Demoskopie
KW  - Publieke opinie
KW  - gtt
KW  - Opinieonderzoek
KW  - Massamedia
KW  - Onderzoeksmethoden
KW  - ram
KW  - Electronic books
N1  - Includes bibliographical references and indexes; 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
N2  - 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 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. Part Four analyzes the impact of the media
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=477894
ER  -