Researching the Public Opinion Environment
Theories and Methods
- Sherry Devereaux Ferguson - University of Ottawa, Canada
SAGE Series in Public Relations
Communication Research Methods | Political Communication | Research Methods & Evaluation
“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.”
This book is absolutely amazing. It has everything one needs for both conducting research on public opinion, and teaching research methods. I am particularly thrilled with the media research section because I have lots of students conducting research on media framing, and I have no doubts they will be thrilled for having this book.
I am particularly interested in Delphi Technique and Q Methodology. I had read a review that suggested this book might be more about these topics than it turned out to be. One problem with these methods is the lack of academic critique they have received. I was hoping to find a text that would discuss how such social science methods are developed and critiqued (theory rather than mere practice thereof), which would serve as useful background for students using or developing "responsive" or "on-the-ground" methods themselves. Unfortunately this wasn't the book (no fault of the author!).