• Summary
  • Contents
  • Subject index

Public opinion theory and research are becoming increasingly significant in modern societies as people’s attitudes and behaviors 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.

Different Survey Modes and International Comparisons
Different survey modes and international comparisons

As more research projects rely on cross- national surveys to collect comparative data, researchers must be innovative and flexible when choosing the appropriate survey modes to fit local conditions. This complicates research designs and requires thoughtful plans and strategies. This chapter discusses how researchers might accommodate specific social and cultural settings when designing sampling schemes, constructing proper questionnaires, and selecting modes of data collection. Due consideration of differences in cultural and social context helps researchers to stay clear of many common pitfalls in cross-national surveys and buttresses the internal validity of their research designs. When differences in cross- cultural comparisons are found, they can be confident that these findings result from actual differences rather ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles