Researching the Public Opinion Environment By Sherry Devereaux Ferguson, Sage, 2000, pp 296, Price: $30 (cloth).

Authors

• Vijay G Vancheswar, Indo Rama Synthetics, Delhi

Document Type

Book Review

Abstract

Researching the Public Opinion Environment examines theories, systems, and methods for understanding and managing public perceptions that shape governments and corporations. Ferguson emphasizes environmental intelligence systems, research, and continuous feedback as essential tools for navigating rapid change and media scrutiny. The book critiques reliance on media reports alone, arguing that organizations should validate public opinion through surveys, focus groups, and other research techniques. It explains sampling methods, questionnaire design, and analytical tools such as content analysis, Delphi technique, and Q methodology. Ferguson also explores media influence, highlighting concepts like the spiral of silence and third-person effect in public opinion formation.

Recommended Citation

Vancheswar, Vijay G (2002) "Researching the Public Opinion Environment By Sherry Devereaux Ferguson, Sage, 2000, pp 296, Price: $30 (cloth).," IIMB Management Review: Vol. 14: Iss. 4, Article 24.
Available at: https://research.iimb.ac.in/imr/vol14/iss4/24

Publication Date

12-1-2002

First Page

119

Last Page

120