'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.
PART ONE: HISTORY, PHILOSOPHY OF PUBLIC OPINION AND PUBLIC OPINION RESEARCH The Public and Public Opinion in Political Theories - Vincent Price The Deliberating Public and Deliberative Polls - Peter Neijens The News as a Reflection of Public Opinion - Thomas E. Patterson Advocacy: Alternative Expressions of Public Opinion - Kurt Lang & Gladys Engel Lang Studying Elites vs. Mass Opinion - Ursula Hoffmann-Lange The Internet as a New Platform for Expressing Opinions and as a New Public Sphere - Bernhard Debatin Popular Communication and Public Opinion - Debra Merskin & Jonathan David Tankel The Historical Roots of Public Opinion Research - Anthony Oberschall Mass-observation and Modern Public Opinion Research - Murray Goot The Start of Modern Public Opinion Research - Hans L. Zetterberg Public Opinion Research in Emerging Democracies - Robert Mattes PART TWO: THEORIES OF PUBLIC OPINION FORMATION AND CHANGE - Penny S. Visser, Allyson Holbrook & Jon A. Krosnick Knowledge and Attitudes Conceptions of Attitudes and Opinions - Roger Tourangeau & Mirta Galesic Theories on the Perception of Social Reality - William P. Eveland Carroll J. Glynn Pluralistic Ignorance and Nonattitudes - Patricia Moy Spiral of Silence Theory - Dietram A. Scheufele Public Opinion and the Third-person Effect - Albert C. Gunther, Richard M. Perloff & Yariv Tsfati Effects of the News Media on Public Opinion - Hans Mathias Kepplinger Agenda-setting, Framing and Priming - Patrick Roessler PART THREE: METHODOLOGY The Methodological Strengths and Weaknesses of Survey Research - Herbert Weisberg The Uses and Misuses of Polls - Michael W. Traugott Face-to-face Surveys - Jennifer Dykema, Danna Basson & Nora Cate Schaeffer Surveys by Telephone - Paul J. Lavrakas Self-administered Paper Questionnaires - Don A. Dillman & Nicholas L. Parsons Internet Surveys - Vasja Vehovar, Katja Lozar Manfreda & Gasper Koren Different Survey Modes and International Comparisons - Yang-chih Fu & Yun-han Chu Sampling - Colm O'Muircheartaigh Survey Non-response - Adam J. Berinsky Split ballots as an Experimental Approach to Public Opinion Research - Thomas Petersen Panel Surveys - Jochen Hansen Focus Groups and Public Opinion - David L. Morgan & Collin E. Fellows Content Analyses and Public Opinion Research - Winfried Schulz Designing Reliable and valid Questionnaires - Kenneth A. Rasinski The Psychology of Survey Response - Norbert Schwarz The use of Scales in Surveys - Michael Hader The use of Visual Materials in Surveys - Thomas Petersen Validation Studies - Michael W. Traugott Identifying Value Clusters in Societies - Hans L. Zetterberg PART FOUR: THE SOCIAL AND POLITICAL ENVIRONMENT OF PUBLIC OPINION RESEARCH The Legal Status of Public Opinion Research in the World - Wolfgang Donsbach & Uwe Hartung Attitudes of the Public Towards Public Opinion Research and Polling - Anne Hildreth Attitudes of Journalists Toward Public Opinion Research - David H. Weaver Codes of Ethics and Standards in Survey Research - Tom W. Smith Archiving Poll Data - Wolfgang Jagodzinski & Meinhard Moschner The News Media's use of Opinion Polls - Frank Brettschneider The use of Surveys by Governments and Politicians - Robert M. Eisinger The use of Public Opinion Research in Propaganda - Michael Kunczik & Eva Johanna Schweitzer The Effects of Published Polls on Citizens - Sibylle Hardmeier PART FIVE: SPECIAL FIELDS OF APPLICATION The use of Surveys as Legal Evidence - Anne Niedermann Public Opinion and the Economy - Lutz M. Hagen Marketing Research - Humphrey Taylor Social Indicators and the Quality of Life - John P. Robinson, Kenneth C. Land & Steven Martin Assessing Long-term Value Changes in Societies - Ottar Hellevik Exit Polls and Pre-election Polls - Kathllen A. Frankovic International Comparative Surveys - Marta Lagos Their Purpose, Content and Methodological Challenges The use of Voter Research in Campaigns - Fred Steeper
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