Researching the Public Opinion Environment : Theories and Methods Paperback / softback
by Sherry Devereaux Ferguson
Part of the SAGE Series in Public Relations series
Paperback / softback
Description
Researching the Public Opinion Environment 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 analyzes 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 for added credibility when they apply for jobs.
Information
-
Out of stock
- Format:Paperback / softback
- Pages:312 pages
- Publisher:SAGE Publications Inc
- Publication Date:27/06/2000
- Category:
- ISBN:9780761915317
Other Formats
- Hardback from £174.00
Information
-
Out of stock
- Format:Paperback / softback
- Pages:312 pages
- Publisher:SAGE Publications Inc
- Publication Date:27/06/2000
- Category:
- ISBN:9780761915317
