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Books > Reference & Interdisciplinary > Communication studies > Research methods
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The Oxford Handbook of Polling and Survey Methods (Hardcover)
Loot Price: R4,418
Discovery Miles 44 180
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The Oxford Handbook of Polling and Survey Methods (Hardcover)
Series: Oxford Handbooks
Expected to ship within 12 - 19 working days
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The methodologies used to study public opinion are now in flux. The
primary polling method of the last half-century, the telephone
survey, is rapidly becoming obsolete as a data collection method.
At the same time, new methods of contacting potential respondents
and obtaining their response are appearing, providing a variety of
options for scholars and practitioners. Generally speaking, we are
moving from a polling world that was largely interviewer driven
over the phone and face-to-face to predominantly interviewer driven
self-administered poll environments, New methods of data
collection, however, must still deal with fundamental questions to
polling methodology and total survey error including sampling,
selection bias, non-response error, poststratification weighting,
and questionnaire design features. The Oxford Handbook on Polling
and Survey Methods brings together a unique mixture of academics
and practitioners, from various backgrounds, academic disciplines,
and experiences. In some sense, this is reflective of the
interdisciplinary nature of the polling and survey industry: polls
and surveys are widely used in academia, government, and the
private sector. Designing, implementing, and analyzing high
quality, accurate, and cost-effective polls and surveys requires a
combination of skills and methodological perspectives. Despite the
well-publicized issues that have cropped up in recent political
polling, a great deal is known today about how to collect high
quality polling and survey data even in complex and difficult
environments. Divided into four main sections, the Handbook draws
on the existing research and explores data collection methods. It
then addresses data analysis and the methods available for
combining polling data with other types of data. The next section
covers analytic issues, including the new approaches to studying
public opinion (ie social media, the analysis of open-ended
questions using text analytic tools, and data imputation). The
final section focuses on the presentation of polling results, an
area where there is a great deal of innovation. A comprehensive
overview of the topic, this volume highlights current polling
trends provides ideas for the development of new and better
approaches for measuring, modeling, and visualizing public opinion
and social behavior.
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