Public Opinion Research

Bibliographic Data

ID7077970
AuthorsRoger Mortimore (0000-0001-6791-3873, King's College London, corresponding author)
Year2018
Pages1-8
Publication date2018-12-13
Open AccessYes
TypeOTHER
VenueThe Blackwell Encyclopedia of Sociology (JOURNAL)
PublisherWiley (PUBLISHER • GB)
DOI10.1002/9781405165518.wbeos1224
OpenAlexW2440699454
ISBN9781405165518
LanguageEN
References cited12

Public opinion research has been used since the 1930s in numerous academic disciplines – political science, psychology, media/communications, and history among others – but is also widely used for nonacademic purposes such as opinion polls and to guide political campaigning, for which purposes less rigorous methods are often used. Quantitative surveys with structured questionnaires are the most prominent methodology, but qualitative research such as focus groups and observation of behavior can also produce valuable data. A challenge in research design is that survey responses are affected by survey context and by subtle nuances of question wording: This reveals the impact of phenomena which are in themselves of interest to the student of public opinion, such as social desirability bias, but which are also obstacles to accurate research. The publication of public opinion research also raises important questions, as there is evidence that it may have an impact on public opinion

Context (archaeology · Geography · Opinion poll · Political science · Politics · Public opinion · Public relations · Social research · Social science · Sociology · Survey research · Applied Psychology · Electoral Systems and Political Participation · Law · Psychology · Social Media and Politics · Survey Methodology and Nonresponse

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