Researching The Public Opinion Environment
Name/Title
Researching The Public Opinion EnvironmentSecondary Title
Theories and MethodsDescription
A comprehensive guide to monitoring, analyzing, and surveying public opinion.Context
Sherry Devereaux Ferguson is a professor and chair of the Communications Department at the University of Ottawa. The book explains the reasoning, objectives, theories, and methods used in studying publics. The book is organized into four sections: the first examines theories and systems related to opinion research; the second focuses on monitoring and analyzing media; the third outlines key research methods such as surveys, focus groups, Delphi techniques, stakeholder assemblies, and Q methodology; and the fourth explores the media’s impact.Category
Public Relations