Abstract:

Less than five per cent of attitude research is represented by the opinion polls published in the newspapers and broad- cast on the radio and television. Yet most public attention is focussed on this aspect of the market research industry. Increasingly, major corporations, financial organisations and institutions and public authorities and Governments, as well as newspapers, magazines and television, are commissioning survey research into attitudes held by the public (as opposed to consumers), and also attitudes by specific segments of the public, such as opinion leaders, and elite groups such as parliamentarians, senior civil servants and business leader.