| Description |
xvi, 296 pages : illustrations ; 24 cm |
| Series |
Sage series in public relations |
|
Sage series in public relations.
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| Contents |
Machine derived contents note: Contents -- Introduction ix -- Acknowledgments xv -- 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 -- Conclusion 16 -- 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 -- Conclusion 45 -- 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 -- Conclusion 83 -- 4. Content Analysis Techniques 85 -- History and Definition of the Methodology 85 -- Steps in Conducting Content Analysis 87 -- Training and Using the Analyst 126 -- Conclusion 129 -- Part Iii: Research Methodologies -- 5. Survey Design and Sampling 133 -- Rationale for Surveying 134 -- Selecting the Research Design 136 -- Choosing the Sample 138 -- Conclusion 145 -- 6. Survey Development 147 -- Coauthored With Alexandra Hendriks -- Wording Survey Questions 147 -- Constructing and Ordering the Questions 163 -- Preparing Introductory Material 177 -- Conclusion 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 -- Conclusion 197 -- 8. Focus Groups, Delphi Technique, Stakeholder Assemblies, -- and Q Methodology 199 -- Focus Groups 200 -- Other Methodologies 218 -- Conclusion 222 -- 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 -- Conclusion 237 -- Appendix A 239 -- Appendix B 253 -- References 263 -- Author Index 283 -- Subject Index 289 -- About the Authors 295 |
| 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 |
| Notes |
Series editors: Robert L. Heath and Gabriel M Vasquez |
| Bibliography |
Includes bibliographical references (pages 263-282) and index |
| Subject |
Mass media and public opinion.
|
|
Public opinion polls.
|
|
Public opinion.
|
| LC no. |
00002166 00008509 |
| ISBN |
0761915303 (hbk.) |
|
0761915311 (paperback) |
|
