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.

Split Ballots as an Experimental Approach to Public Opinion Research

Split ballots as an experimental approach to public opinion research

As a rule, experiments play a relatively minor role in practical survey research, even though they are not, as is often assumed, only an important tool for obtaining insights in the field of psychology. Rather, they enable researchers in the fields of sociology, political science, communication research, market and media research and all other disciplines that use the methods of empirical social research to obtain insights that could not be gained by means of any other methodological approach. The following chapter aims to outline the vital role the experiment has played in the development of the social sciences, while also explaining the basic principle of the ...

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