Public opinion theory and research are becoming increasingly significant in modern societies as people's attitudes and behaviors become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.

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.

Internet Surveys

VasjaVehovar,Katja LozarManfreda andGašperKoren


Internet surveys are typically based on computerized self-administered questionnaires on the web, where respondents read questions from the screen of a personal computer (PC) and manually record responses. However, the scope of self-administered surveys supported with modern information-communication technology is broader, including other devices than the PC and other networks than the Internet, relying on audio/video communication, and, in particular, combining multiple survey modes.

Computer assisted data collection (CADAC) has changed many aspects of contemporary businesses, from customer payment systems, media audience measurements, retail price auditing, to survey data collection. For the latter, the corresponding applications are labeled computer assisted survey information collection (CASIC). Starting as computer assisted telephone interviewing (CATI) in the 1970s, computers have further penetrated into the survey process ...

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