Researching the Public Opinion Environment

PART ONE: THEORY AND SYSTEMS Role of Public Opinion in Democratic Societies Establishing Intelligence Systems to Capture Public Opinion PART TWO: MONITORING AND ANALYZING THE MEDIA Monitoring the Media Asking Questions Content Analysis Techniques PART THREE: RESEARCH METHODOLOGIES Survey Design and Sampling Survey Development Survey Administration Focus Groups, Delphi Techniques, Stakeholder Assemblies and Q Methodology PART FOUR: THEORIES ON IMPACT OF THE MEDIA Academic Debate over Media Effects The Effects Continuum

"Ferguson's book is an interesting mix of theoretical and methodical themes related to the use of public opinion research in organizations. . . . The central focus seems to be to acquaint the reader with the most important theoretical and research technical aspects of public opinion research. . . . The book provides professional communication workers and students from business schools a simple introduction to issues of public opinion research." * Communications: The European Journal of Communication Research *