• 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.

Marketing Research
Marketing research

What exactly is marketing (or market) research? In what ways is it the same as or different than opinion polling? Chuck Chakrapani (2000, pp. 4ff.) wrote that: ‘Traditionally, marketing research has been considered a discipline that primarily uses scientific methods to collect, analyze, and interpret data relevant to marketing of goods and services.’ But he went on to say that:

The acceptance of this definition has prevented marketing researchers from being meaningful partners in the decision-making process. The practice and goal of marketing research should not be just to provide ‘input’ to decision makers but to gather data and interpret them in light of what is already known and to be a part of the decision- making process. To have continued relevance to ...

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