The SAGE Handbook of Public Opinion ResearchWolfgang 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
1 | |
7 | |
9 | |
11 | |
25 | |
34 | |
41 | |
5 Studying Elite vs Mass Opinion | 53 |
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 |
504 | |
PART V Special Fields of Application | 515 |
48 The Use of Surveys as Legal Evidence | 517 |
49 Public Opinion and the Economy | 526 |
534 | |
51 Social Indicators and the Quality of Life | 545 |
52 Assessing LongTerm Value Changes in Societies | 556 |
570 | |
Their Purpose Content and Methodological Challenges | 580 |
594 | |
603 | |