Researching the Public Opinion Environment: Theories and by Sherry Devereaux Ferguson

By Sherry Devereaux Ferguson

Researching the general public Opinion surroundings: Theories and Methods informs the reader at the purpose, reasons, theories, and methodologies considering learning the general public. The publication is split into 4 elements. half One seems to be on the theories and structures appropriate to opinion study. half addresses the subjects of tracking and reading the media. half 3 describes the fundamentals of survey examine, concentration teams, Delphi innovations, stakeholder assemblies and Q technique. half 4 analyzes the impression of the media.

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The president of one research and analysis firm said that more than half of the competitive intelligence required by companies already exists within organizations. Others place the figure between 75% and 90% (Day, 1992). Both employees who have been with the company for a long time and those who have worked with other companies are important internal sources. Senior managers and executives who are in frequent contact with government and industry leaders can be excellent sources of information. Consultants, who usually collect information from inside the organization before they go outside, recognize the value of these internal sources.

Early and late majorities" included many state and local jurisdictions, which followed the early adopters by approximately 4 to 8 years. Southern states, such as Mississippi, Louisiana, and Alabama, and rural areas such as Wyoming typically trailed by an additional 2 to 6 years. Characteristics of these jurisdictions included the fact that they were rural, tradition bound, and nonaffluent (Molitor, 1979). Rogers (1995) uses similar terminology in discussing the spread of innovations through society.

135). Therefore, this emphasis on monitoring the print news media may be well justified. At least 80% of the respondents in Ferguson's (1993) study also consulted business and financial reports, newsletters, television, and books. ) Newspapers Patent applications Press releases & press conferences Research reports Sales reports Speeches Technical journals & conferences Trade journals and shows TV & radio documentaries &. news reports Wall Street trading reports Mass Public Census reports Correspondence Court cases Customer & client service reports Evaluation & audit reports Focus groups Internet (news groups, web pages) Letters to the editor Print & electronic media Public consultation reports Public inquiry records Records of complaints Speakers' bureau reports Surveys & polls Special Interest Groups Access to information requests Advertising Consultations Correspondence Ethnic media Group profiles generated by commercial firms Internet (news groups, web pages) Interviews with spokespersons Letters to the editor News & feature articles News releases Newsletters originating with interest groups Position papers Presentations to House & Senate committees Records of lobbyist efforts Reports of conferences & meetings Speeches Surveys Talk shows (TV & radio) Government Annual reports Background papers Briefing notes Cabinet records Employee survey reports Executive agenda Internet (web pages) Interviews News releases &.

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