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.
Chapter 36: The Use of Visual Materials in Surveys
The Use of Visual Materials in Surveys
Although the use of visual materials plays a major role in applied survey research, this topic is seldom discussed in the methodological literature in the field. There are a variety of reasons for this. To begin with, visual materials are especially important in market and media research—two areas that generally receive little attention in empirical social research. Furthermore, the fact that telephone interviews have, to a great extent, eclipsed traditional face-to-face interviews over recent decades has caused interest in visual materials to wane even further, since visual materials obviously cannot be used in telephone surveys. This trend is problematic foranumberofreasons. Asidefromnarrowing the range of possible questionnaire techniques (see Noelle-Neumann & Petersen, 2000), ...