Theoretical and Methodological Grounds of Public Opinion Research in Ukraine

Abstract

The article describes the main approaches of understanding public opinion, its structure, psychological, ethical and relationalist interpretations, as well as functions. The article reveals us the stages of public opinion development, shows which methods of its research are the best, determining the relation between quantitative and qualitative methods of its study. The relation between dynamic and static approach in the development of public opinion, balance between rationality and social control, as well as public opinion as a social institution, control and activity are shown in this article.