Public Opinion Research

Transcription

1 he SAGE Handbook of Public Opinion Research Edited by Wolfgang Donsbach and Michael W. Traugott g&sagepublications '55' Los Angeles London New Delhi Singapore

2 Contents Notes on Contributors x Introduction 1 Wolfgang Donsbach and Michael W. Traugott PART I HISTORY, PHILOSOPHY OF PUBLIC OPINION AND PUBLIC OPINION RESEARCH 7 Section 1 The Nature ofpublic Opinion 9 1 The Public and Public Opinion in Political Theories 11 Vincent Price 2 The Deliberating Public and Deliberative Polls 25 Peter Neijens 3 The News as a Reflection of Public Opinion 34 Thomas E. Patterson 4 Advocacy: Alternative Expressions of Public Opinion 41 Kurt Lang and Gladys Engel Lang 5 Studying Elite vs Mass Opinion 53 Ursula Hoffmann-Lange 6 The Internet as a New Platform for Expressing Opinions and as a New Public Sphere 64 Bernhard Debatin 1 Populär Communication and Public Opinion 73 Debra Merskin and Jonathan David Tankel Section 2 The Development of Public Opinion Research 81 8 The Historical Roots of Public Opinion Research 83 Anthony Oberschall 9 Mass-Observation and Modern Public Opinion Research 93 Murray Goot

3 VI CONTENTS 10 The Start of Modern Public Opinion Research 104 Hans L. Zetterberg 11 Public Opinion Research in Emerging Democracies 113 Robert Mattes PART II THEORIES OF PUBLIC OPINION FORMATION AND CHANGE 123 Sectionl Formation of Opinion Knowledge and Attitudes 127 Penny S. Visser, Allyson Holbrook and Jon A. Krosnick 13 Conceptions of Attitudes and Opinions 141 Roger Tourangeau and Mirta Galesic 14 Theories on the Perception of Social Reality 155 William P. Eveland, Jr. and Carroll J. Glynn 15 Pluralistic Ignorance and Nonattitudes 164 Patricia Moy Sectionl Dynamics of Public Opinion Spiral of Silence Theory 175 Dietram A. Scheufeie 17 Public Opinion and the Third-Person Effect 184 Albert C. Günther, Richard M. Perloff and Yariv Tsfati 18 Effects of the News Media on Public Opinion 192 Hans Mathias Kepplinger 19 Agenda-Setting, Framing and Priming 205 Patrick Roessler PART III METHODOLOGY 219 Sectionl The Design of Surveys The Methodological Strengths and Weaknesses of Survey Research 223 Herbert F. Weisberg 21 The Uses and Misuses of Polls 232 Michael W. Traugott 22 Face-to-Face Surveys Jennifer Dykema, Danna Basson and Nora Cate Schaeffer 240

4 CONTENTS 23 Surveys by Telephone 249 Paul J. Lavrakas 24 Self-Administered Paper Questionnaires 262 Don A. Dillman and Nicholas L. Parsons 25 Internet Surveys 271 Vasja Vehovar, Katja Lozar Manfreda and Gasper Koren 26 Different Survey Modes and International Comparisons 284 Yang-chih Fu and Yun-han Chu 27 Sampling 294 Colm O'Muircheartaigh 28 Survey Non-Response 309 Adam J. Berinsky 29 Split Bailots as an Experimental Approach to Public Opinion Research 322 Thomas Petersen 30 Panel Surveys 330 Jochen Hansen 31 Focus Groups and Public Opinion 340 David L. Morgan and Collin E. Fellows 32 Content Analyses and Public Opinion Research 348 Winfried Schulz Section 2 Measurement of Public Opinion Designing Reliable and Valid Questionnaires 361 Kenneth A. Rasinski 34 The Psychology of Survey Response 374 Norbert Schwarz 35 The Use of Scales in Surveys 388 Michael Hader 36 The Use of Visual Materials in Surveys 398 Thomas Petersen 37 Validation Studies 408 Michael W. Traugott 38 Identifying Value Clusters in Societies 417 Hans L. Zetterberg

5 VIII CONTENTS PART IV THE SOCIAL AND POLITICAL ENVIRONMENT OF PUBLIC OPINION RESEARCH 427 Section 1 The Status of Public Opinion Research The Legal Status of Public Opinion Research in the World 431 Wolfgang Donsbach and Uwe Härtung 40 Attitudes of the Public Toward Public Opinion Research and Polling 441 Anne Hildreth 41 Attitudes of Journalists Toward Public Opinion Research 451 David H. Weaver 42 Codes of Ethics and Standards in Survey Research 459 Tom W. Smith 43 Archiving Poll Data 468 Wolfgang Jagodzinski and Meinhard Moschner Section 2 Uses and Effects of Public Opinion Research All 44 The News Media's Use of Opinion Polls 479 Frank Brettschneider 45 The Use of Surveys by Governments and Politicians 487 Robert M. Eisinger 46 The Use of Public Opinion Research in Propaganda 496 Michael Kunczik and Eva Johanna Schweitzer AI The Effects of Published Polls on Citizens 504 Sibylle Hardmeier PART V SPECIAL FIELDS OF APPLICATION The Use of Surveys as Legal Evidence 517 Anne Niedermann 49 Public Opinion and the Economy 526 Lutz M. Hagen 50 Marketing Research 534 Humphrey Taylor 51 Social Indicators and the Quality of Life 545 John P. Robinson and Kenneth C. Land 52 Assessing Long-Term Value Changes in Societies Ottar Hellevik 556

6 CONTENTS IX 53 Exit Polls and Pre-Election Polls 570 Kathleen A. Frankovic 54 International Comparative Surveys: Their Purpose, Content and Methodological Challenges 580 Marta Lagos 55 The Use of Voter Research in Campaigns 594 Fred Steeper Index 603