The SAGE Handbook of Public Opinion Research
- Wolfgang Donsbach - University of Dresden, Germany
- Michael W Traugott - University of Michigan, USA
With over fifty chapters written by distinguished international researchers, both academic and from the commercial sector, this Handbook is designed to:
- Give the reader an overview of the most important concepts included in and surrounding the term 'public opinion' and its application in modern social research
- Present the basic empirical concepts for assessing public opinion and opinion changes in society
- Provide an overview of the social, political and legal status of public opinion research, how it is perceived by the public and by journalists, and how it is used by governments
- Offer a review of the role and use of surveys for selected special fields of application, ranging from their use in legal cases to the use of polls in marketing and campaigns.
The SAGE Handbook of Public Opinion Research provides an indispensable resource for both practitioners and students alike.
'Some of the most experienced and thoughtful research experts in the world have contributed to this comprehensive Handbook, which should have a place on every serious survey researcher's bookshelf' - Sir Robert Worcester, Founder of MORI and President of WAPOR '82-'84.
'This is the book I have been waiting for. It not only reflects the state of the art, but will most likely also shape public opinion on public opinion research' - Olof Petersson, Professor of political science, SNS, Stockholm, Sweden
'The Handbook of Public Opinion Research is very authoritative, well organized, and sensitive to key issues in opinion research around the world. It will be my first choice as a general reference book for orienting users and training producers of opinion polls in Southeast Asia' - Mahar K. Mangahas, Ph.D., President of Social Weather Stations, Philippines (www.sws.org.ph)
'This is the most comprehensive book on public opinion research to date' - Robert Ting-Yiu Chung, Secretary-Treasurer, World Association for Public Opinion Research (WAPOR); Director of Public Opinion Programme, The University of Hong Kong
'This is an admirable and expansive book..Any scholar with an interest in public opinion will want to have access to this book, and I recommend it highly. The editors have provided a substantial
resource that no serious research library can be without'
Michael Higgins
The British Politics Journal