Summary
Contents
Subject index
Informs the reader on the rationale, purposes, theories, and methodologies involved in researching publics. The book is divided into four parts. Part one looks at theories and systems relevant to opinion research. Part two addresses the topics of monitoring and analyzing the media. Part three describes the basics of survey research, focus groups, Delphi techniques, stakeholder assemblies, and Q methodology. And finally, part four analyzes the impact of the media.
Although a number of books have been written on public opinion, few address both theoretical and methodological issues. Graphs, tables, and sample analysis help the reader to understand applications described in the book. The material discussed in this book has numerous applications. Communicators can apply information acquired on key publics to plan and evaluate campaigns, track the extent to which messages have appeared in the media, assess organizational image, develop marketing strategies, and manage their issues. Students will learn an important job function for added credibility when they apply for jobs.
Monitoring the Media: Asking Questions
Monitoring the Media: Asking Questions
Academics spend a great deal of time debating whether media have a direct effect, an indirect effect, or no effect at all on audiences. Paradigms of thought have evolved to accommodate these debates. Presidents, prime ministers, and corporations, however, rarely ponder such questions. They hold an unwavering belief that media have powerful effects of an indirect and direct nature. Adhering to this conviction, governments and corporations pay hundreds of thousands of dollars to survey research firms, they commission focus groups, and they establish sophisticated media monitoring systems designed to track and analyze media response to the organization's issues. Whereas governments monitor the media to obtain feedback on their policies and programs, corporations monitor the media to ...
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