The SAGE Handbook of Public Opinion Research

Sampul Depan
Wolfgang Donsbach, Michael W Traugott
SAGE, 18 Des 2007 - 640 halaman
′Some of the most experienced and thoughtful research experts in the world have contributed to this comprehensive Handbook, which should have a place on every serious survey researcher′s bookshelf′ - Sir Robert Worcester, Founder of MORI and President of WAPOR ′82-′84.

′This is the book I have been waiting for. It not only reflects the state of the art, but will most likely also shape public opinion on public opinion research′ - Olof Petersson, Professor of political science, SNS, Stockholm, Sweden

′The Handbook of Public Opinion Research is very authoritative, well organized, and sensitive to key issues in opinion research around the world. It will be my first choice as a general reference book for orienting users and training producers of opinion polls in Southeast Asia′ - Mahar K. Mangahas, Ph.D., President of Social Weather Stations, Philippines (www.sws.org.ph)

′This is the most comprehensive book on public opinion research to date′ - Robert Ting-Yiu Chung, Secretary-Treasurer, World Association for Public Opinion Research (WAPOR); Director of Public Opinion Programme, The University of Hong Kong

Public opinion theory and research are becoming increasingly significant in modern societies as people′s attitudes and behaviours become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.

With over fifty chapters written by distinguished international researchers, both academic and from the commercial sector, this Handbook is designed to:

- give the reader an overview of the most important concepts included in and surrounding the term ′public opinion′ and its application in modern social research

- present the basic empirical concepts for assessing public opinion and opinion changes in society

- provide an overview of the social, political and legal status of public opinion research, how it is perceived by the public and by journalists, and how it is used by governments

- offer a review of the role and use of surveys for selected special fields of application, ranging from their use in legal cases to the use of polls in marketing and campaigns.

The Handbook of Public Opinion Research provides an indispensable resource for both practitioners and students alike.

 

Isi

28 Survey NonResponse
309
29 Split Ballots as an Experimental Approach to Public Opinion Research
322
30 Panel Surveys
330
31 Focus Groups and Public Opinion
340
32 Content Analyses and Public Opinion Research
348
Section 2 Measurement of Public Opinion
359
33 Designing Reliable and Valid Questionnaires
361
34 The Psychology of Survey Response
374

6 The Internet as a New Platform for Expressing Opinions and as a New Public Sphere
64
7 Popular Communication and Public Opinion
73
Section 2 The Development of Public Opinion Research
81
8 The Historical Roots of Public Opinion Research
83
9 MassObservation and Modern Public Opinion Research
93
10 The Start of Modern Public Opinion Research
104
11 Public Opinion Research in Emerging Democracies
113
PART II Theories of Public Opinion Formation and Change
123
Section 1 Formation of Opinion
125
12 Knowledge and Attitudes
127
13 Conceptions of Attitudes and Opinions
141
14 Theories on the Perception of Social Reality
155
15 Pluralistic Ignorance and Nonattitudes
164
Section 2 Dynamics of Public Opinion
173
16 Spiral of Silence Theory
175
17 Public Opinion and theThirdPerson Effect
184
18 Effects of the News Media on Public Opinion
192
19 AgendaSetting Framing and Priming
205
PART III Methodology
219
Section 1 The Design of Surveys
221
20 The Methodological Strengths and Weaknesses of Survey Research
223
21 The Uses and Misuses of Polls
232
22 FacetoFace Surveys
240
23 Surveys by Telephone
249
24 SelfAdministered Paper Questionnaires
262
25 Internet Surveys
271
26 Different Survey Modes and International Comparisons
284
27 Sampling
294
35 The Use of Scales in Surveys
388
36 The Use of Visual Materials in Surveys
398
37 Validation Studies
408
38 Identifying Value Clusters in Societies
417
PART IV The Social and Political Environment of Public Opinion Research
427
Section 1 The Status of Public Opinion Research
429
39 The Legal Status of Public Opinion Research in the World
431
40 Attitudes of the Public Toward Public Opinion Research and Polling
441
41 Attitudes of Journalists Toward Public Opinion Research
451
42 Codes of Ethics and Standards in Survey Research
459
43 Archiving Poll Data
468
Section 2 Uses and Effects of Public Opinion Research
477
44 The News Medias Use of Opinion Polls
479
45 The Use of Surveys byGovernments and Politicians
487
46 The Use of Public Opinion Research in Propaganda
496
47 The Effects of Published Polls on Citizens
504
PART V Special Fields of Application
515
48 The Use of Surveys as Legal Evidence
517
49 Public Opinion and the Economy
526
50 Marketing Research
534
51 Social Indicators and the Quality of Life
545
52 Assessing LongTerm Value Changes in Societies
556
53 Exit Polls and PreElection Polls
570
Their Purpose Content and Methodological Challenges
580
55 The Use of Voter Research in Campaigns
594
Index
603
Hak Cipta

Istilah dan frasa umum

Informasi bibliografi